| Title | GRANNY AND HER BOTTLES |
| Brand | SUNTORY BUSINESS EXPERT |
| Product / Service | CORPORATE SOCIAL RESPONSIBILITY |
| Category | A01. Use of Promotional Events & Stunts |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Entrant Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| 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 |
The simplest promotion in Japan for the lightest plastic bottle in Japan. All it takes is an elderly woman walking around town carrying a large amount of plastic bottles (771 bottles) on her back. That’s it. This campaign increased the eco-friendly corporate image with used plastic bottles without the use of mass media.
Japanese beverage company Suntory has developed the lightest plastic bottle in Japan. This eco-friendly bottle conserves as much resources as possible. However, at a recognition rate of 10%, the plastic bottles were barely known domestically. Suntory needed a way to convey this fact to the world while increasing awareness of the ecological nature of the plastic bottles and the eco-friendly corporate image.
・ Through this campaign, Suntory’s eco-friendly corporate image increased 120%. ・ 60% of those who learned of this campaign through events and SNS responded that they would like to see the product in person. 1 in every 2 people had an increased intention of purchasing Suntory products. ・ The campaign became viral within younger individuals through pictured shared on SNS by bystanders. ・ The awareness of younger individuals was transformed to include “eco-friendliness” as an important factor, whereas before, they were prone to only consider beverage “taste.”
Considering that the campaign was for “an environmentally friendly plastic bottle,” the advertising budget and methodology needed to be conservative. The campaign took place all day long on March 3, 2015 at various location such as Tokyo’s Asakusa station, where 20,000 people come and go, shopping streets, and parks. A message that read “promoting the lightest plastic bottle in Japan” was placed behind the plastic bottles the elderly woman was carrying. Many people took pictures, and the intention was for those images to be shared and become viral on SNS along with that corporate message.