The Campaign

Even if a company does something good for the world, consumers get bored if it is explained at length. In addition, not many consumers visit the Web to browse such information on their own. And no longer anyone doesn't share advertisement, and it is hard to have consumers spread information of company in japan.

Results

Tissue Animals is a “Tissue ORIGAMI Craft Art” hoping that lively forests and animals will continue to exist forever. [Brief] Nepia is a tissue manufacturer, which works on controlling sustainable forests, conserving their ecosystems and advancing employment. The company wanted to communicate its CSR initiatives to the world. [Idea] We created a brand film using Nepia’s CSR initiatives as a motif, that would arouse people’s interest. To convey the simple fact that "paper comes from forests," we decided to use a tissue to represent the lives of various forest animals. Using the stop motion animation technique, a tissue paper transforms frame by frame to a tree, to a bird, to a frog and so on. [Execution] We aimed to make up an image that no one had ever seen before. So we started with creating a radically new craft named “Tissue ORIGAMI Craft Art” which is a formative art using tissue and traditional Japanese “ORIGAMI” technique, “Chigiri” (tearing), “Nejiri” (twisting) utilizing the soft texture of tissue. In addition, Tissue Animals are all made from one piece of tissue. Because there is no such particular artist so far, we experienced many trials and errors. And it took no less than 6 days to shoot because we shot one frame at a time one by one to make them move as if they are alive.

So many people tweeted and shared their sensation. For example, their tweets and comments are following. "I just don't know what to say, so great! So beautiful." "WOOOOOW Super! :))))))" "That level of time and patience and intricacy required for such a precision stop motion can only be found in the Japanese." "By far the best stop-motion video I have ever seen...using tissues." "I love the messaging in this and how it was crafted. Beautiful advert for a company trying to portray its environmental focus!" They considered this film as entertainment or art work, not as advertisement.

Despite no paid media, It caused a buzz overseas in a week after the release, and it had been viewed over 1 million times in a month. (Good : over 7000 / Comments : over 1000) So many people tweeted and shared their sensation. Highly-praised by major web media all over the world. CNN / Huffingtonpost(us, uk, fr) / Yahoo!(uk, jp) / AOL(us, uk) / GIZMODE(us, jp) / YouTube(Google+) / Lürzer’s Archive Magazine / Creativity Online etc. It got into media in Japan too, and became a popular topic. Head Line of "Rocket News 24" (Japanese Media) : Tissue Origami movie japanese company "Napia" published is highly- praise abroad! Voice of overseas "Crazy anymore!""I am jealous of Japan!" (Like : over 13,000) VIEW : 1,846,605 (as of 7 August 2014) Share : over 160,000(Like / Tweet / Other social Share) PV : Increased up to approx. 400% Therefore, we could communicate Nepia’s CSR initiatives to so many people.