DONATION BOTTLE

TitleDONATION BOTTLE
ClientTHE MAINICHI NEWSPAPERS / MITSUI FUDOSAN RESIDENTIAL CO.
Product / ServiceTHE MAINICHI NEWSPAPERS / MITSUI FUDOSAN RESIDENTIAL CO.
CategoryB06. Promotional Items
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

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 Brief

The objective of this campaign is to have people rediscover the value of newspapers.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

Name Company Position
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