THE BOTTLE PUT-ON

TitleTHE BOTTLE PUT-ON
ClientSUNTORY BUSINESS EXPERT
Product / ServiceCORPORATE SOCIAL RESPONSIBILITY
CategoryB01. Internet Film
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Entrant Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

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.

Credits

Name Company Position
Yasuyuki Kawano Dentsu inc. Creative Director
Yusuke Sato Dentsu inc. Creative Director/Planner/Copywriter
Hideo Kato SUNTORY BUSINESS EXPERT LIMITED Creative Director
Kiyoshi Omori SUN-AD Company Limited Creative Director
Maiha Sato Dentsu inc. Planner/Copywriter
Yusuke Imai Dentsu inc. Planner/Art Director
Shizuka Masuno SUNTORY BUSINESS EXPERT LIMITED Creative Producer
Ayaka Taniguchi SUNTORY BUSINESS EXPERT LIMITED Creative Producer
Koichiro Abe Dentsu inc. Account Executive
Daiji Yoshida Tohokushinsha Film Corporation Producer
Shota Sawabe Tohokushinsha Film Corporation Producer
Ryohei Kaneko Tohokushinsha Film Corporation Production Maneger
Ryohei Kawakita Tohokushinsha Film Corporation Director
Daisuke Takahashi Freelance Photographer
Tomokazu Yamauchi Nicehomerun Casting
Koji Kasai Freelance Hair & Make
Tatsuya Kawamura Techno Academia Editor
Hiroyuki Maki Tohokushinsha Film Corporation Production Maneger Asis
Yuka Saiki Freelance Production Maneger Asis
Shogo Makita Omnibus Japan Mixer
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