Title | ZOO JEANS |
Brand | KAMINE ZOOLOGICAL SUPPORT ASSOCIATION MINEKO-CLUB |
Product / Service | ZOO JEANS |
Category | D04. Live Advertising & Events |
Entrant | I&S BBDO Tokyo, JAPAN |
Entrant Company | I&S BBDO Tokyo, JAPAN |
Advertising Agency | I&S BBDO Tokyo, JAPAN |
Production Company | TCJ Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yoshihisa Ogata | I/S BBDO | Exective Creative Director |
Shinichi Ikeda | I/S BBDO | Senior Creative Director |
Takuya Miyamoto | I/S BBDO | Creative Director/Art Director/Planner |
Takahiro Sakai | I/S BBDO | Planner |
Campbell Hanley | I/S BBDO | Copywriter |
Hironobu Taniguchi | I/S BBDO | Agency Producer |
Tomoaki Watanabe | TCJ | Chief Producer |
Kazuhide Kumada | TCJ | Producer |
Tatsuo Murai | CAVIAR | Director |
Yousuke Ohmori | Freelance | Cameraman |
Katsuya Yamada | Aiin | Music |
Yusuke Matsumoto | RAMPUYA | Production Designer |
Reiko Matsumoto | Kadokawa Daiei Studio | Production Designer |
Yuki Kawakami | Amana | Photographer |
Noriaki Hosaka | Amana | Web Director |
Takanari Yamashita | Bluecurrent Japan | Pr Account Manager |
Tetsutaro Shimo | Bluecurrent Japan | Pr Media Solution Manager |
Tatsuya Hirosawa | Bluecurrent Japan | Pr Account Executive |
Aya Miyashita | I/S BBDO | Agency Pr Director |
The Kamine Zoo in Hitachi City, Ibaraki Prefecture, Japan, was looking for ways to boost visitor numbers. People perceived the zoo as old-fashioned, and not as an entertainment option. The zoo needed to give people a fresh surprise – something to talk about. We wondered whether some new form of entertainment couldn’t be found in the everyday lives of the animals. So we took the animals’ regular playthings – old tires and giants balls – and wrapped them in fabric, to make the world’s first animal-made distressed denim jeans. A press release was dispatched inviting the media to a press conference and launch event held at the zoo. The journalists and event attendees were treated to an impressive demonstration by lions and tigers, gnawing and clawing at their denim-wrapped playthings. A high quality “making of” video was released on YouTube, and embedded in the Zoo Jeans website, which also went live on the day of the launch event. We created three versions of the jeans – the Tiger edition, the Lion edition and the Bear edition. In the first two weeks of the campaign, Zoo Jeans was featured in major news channels both in Japan and around the world – a total of 737 media. In the same period, social media users mentioned the jeans made by animals in 28,346 posts, reaching a total 34,572,889 people. Furthermore, many people participated in the charity auction, with one pair alone selling for some USD$1,500.00. And the zoo saw a 132% increase in visitors compared with the same period last year. People saw the zoo in a new light – as a place that offers new form of entertainment.