| Title | EVERYBODY HEROES |
| Brand | PFIZER |
| Product / Service | EPIPEN |
| Category | E05. Education & Services aimed at Non-Healthcare Professionals |
| Entrant | ONION Tokyo, JAPAN |
| Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
| PR | BEACON/LEO BURNETT Tokyo, JAPAN |
| Production | ONION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tadashi Inoue | Beacon/Leo Burnett Tokhyo | Creative Director |
| Daichi Tanaka | Beacon/Leo Burnett Tokhyo | Copywriter/Planner |
| Tomoyasu Kurosaki | Beacon/Leo Burnett Tokhyo | Art Director |
| Jon King | Beacon/Leo Burnett Tokhyo | Executive Creative Director |
| Tsubasa Kurihara | Beacon/Leo Burnett Tokhyo | Designer |
| Natsuko Tatejima | Beacon/Leo Burnett Tokhyo | Designer |
| Hitomi Baba | Beacon/Leo Burnett Tokhyo | Planning Director |
| Toshiji Kimura | Beacon/Leo Burnett Tokhyo | Chief Producer |
| Mikiko Tamura | Beacon/Leo Burnett Tokhyo | Account Director |
| Hideyuki Soraoka | Beacon/Leo Burnett Tokhyo | Account Supervisor |
| Takayuki Aoki | Beacon/Leo Burnett Tokhyo | Account Executive |
| Tatsuro Nakamura | Onion.inc | Producer |
| Yuki Honda | Onion.inc | Production Manager |
| Takuro Sekiguchi | Onion.inc | Production Manager |
The idea is to turn people’s mind around under the single-minded idea of "EVERYBODY HEROES.”
The project was first implemented to an elementary school in Tokyo. It has been approved by Ministry of Education, Culture, Sports, Science and Technology of Japan and the activity has spread to nationwide.
The project has been approved by Ministry of Education, Japan. Implemented in 45 out of 47 prefectures: Expansion rate 95%. Total number of schools that implemented: 403.
The campaign is designed to approach elementary school teachers for them to hold a special educational class about "food allergy" to school kids.
Pfizer created a “Class” and a “Theme Song” that allows children to learn about the complex system of allergy in fun way.