Brief Explanation

Japanese beverage company Suntory has developed the lightest plastic bottle in Japan. This eco-friendly bottle conserves a significant amount of resources. However, the plastic bottle was not known, with a recognition rate of 10%. We developed “the simplest outdoor advertisement in Japan for the lightest plastic bottle in Japan.” The plan was to “stick empty plastic bottles on the backs of people.” That's it. The campaign took place all day long at Tokyo’s Harajuku intersection, which is crossed by 30,000 pedestrians. We took it further by broadcasting how it all went unnoticed on the electronic billboard. This was structured so that people who had the bottles stuck to, along with those that were watching, will be surprised by its lightness. This advertisement was shared by younger individuals on SNS, and as a result, 1 in every 2 person who saw this campaign firsthand or on SNS responded that they had an increased intention of purchasing eco-friendly plastic bottle products. Suntory’s eco-friendly corporate image also increased 120%. With just used plastic bottles and a limited advertisement budget, we have successfully conveyed Suntory’s CSR actions.