|Brand||THE MAINICHI NEWSPAPERS / MITSUI FUDOSAN RESIDENTIAL CO.|
|Product / Service||THE MAINICHI NEWSPAPERS / MITSUI FUDOSAN RESIDENTIAL CO.|
|Category||B06. Promotional Items|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Kosuke Takeshige||DENTSU INC.||Creative Director / Copywriter|
|Yoshinaka Ono||DENTSU INC.||Art Director|
|Masahiro Sekimoto||DENTSU INC.||Account Director|
|Yoshinaka Ono, Ryuto Furukubo||DENTSU INC.||Designer|
|Hidenori Ando||THE MAINICHI NEWSPAPERS||Media Planning Manager|
|Jumpei Ikeuchi||MITSUI FUDOSAN RESIDENTIAL CO.,LTD.||Strategic Planning Director|
|Yuto Nakayama||J2 COMPLEX INC.||Designer|
|Yuta Sato||Amana Inc.||Production Producer|
|Yuri Takada||Amana Inc.||Photographer|
|Shinya Nakagawa||Amana Inc.||Editor|
The world has a lot of unsolved issues. The Mainichi Newspapers thought that we should take actions to solve the world issues in addition to reporting the facts.
The objective of this campaign is to have people rediscover the value of newspapers.
We have developed an entirely new donation campaign using newspaper.We have designed mineral water bottle packages using newspaper articles that report world issues. We have developed mineral water bottles through which selection, understanding and donation related to world issues are achieved. Using a “water drop” as a symbol of the “Donation Bottle” that brings benefit to people and society.
1) The bottles were sold at supermarkets and restaurants throughout Japan. Thirty thousand bottles were sold in a month. 2) The mineral water was adopted as the official beverage of the international sport event. TV, newspaper and WEB reported the campaign. We have succeeded in widely announcing the world issues and collecting donations at the event. 3) We have succeeded in making 30 times larger donations compared with a year earlier in support for affected areas in Tohoku and Philippines, environmental preservation of Mt. Fuji, greening of the base of Kenya mountains and support for HIV orphans in Cambodia.