THE SUSTAINABLE ADVERTISING
| Title | THE SUSTAINABLE ADVERTISING |
| Brand | EUGLENA CO. |
| Product / Service | CORPORATE |
| Category | A02. Creative Innovation |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | RAY CORPORATION Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Hirofumi Hayashi | Dentsu Inc. | Creative Director |
| Norihito Sako | Dentsu Inc. | Creative Director |
| Kosuke Shinshi | Dentsu Inc. | Copywriter |
| Kumiko Ota | Dentsu Inc. | Art Director |
| Dan Doko | Dentsu Inc. | Strategist |
| Masami Oshio | Dentsu Creative Force Inc. | Agency Producer |
| Satoshi Takasugi | Dentsu Inc. | Account Director |
| Kensuke Nakamura | Ray Corporation | Producer |
| Tsutomu Tanaka | Ray Corporation | Producer |
| Futoshi Takashima | Sono Pront | Film Director |
| Ryosuke Jinmura | Ray Corporation | Production Manager |
| Shoji Uchida | Shoji Uchida Photo Office Ltd. | Director Of Photography |
| Yuji Okabe | Shoji Uchida Photo Office Ltd. | Cameraman |
| Akifumi Yonei | Freelance | Lighting |
| Yoshihiko Kikuchi | Freelance | Lighting |
| Hisashi momo Kitazawa | Freelance | Stylist |
| Tsukushi Ichikawa | Freelance | Hair and Makeup |
| Yota Osugi | Handy | Casting |
| Hibiki Ikezawa | Handy | Casting |
| Naoko Abe | Tide | Editor |
| Rokurota Shimizu | Tide | Editor |
| Shiki Adachi | Omnibus Japan | MA |
| Scott Bucsis | Brass Coffee | Sound Engineer |
| Brandon Chavez | Incolor | Colorist |
The Campaign
We tried making a sustainable TV commercial with the power of euglena. Euglenas can produce fuels whose quality is close to the light oil. They can be used to diesel engines and generators. As they grow, euglenas absorb CO2, so using euglenas’ biofuel is expected to reduce CO2. We shot a commercial about healthy drink made by euglena, with the machines fueled by euglena.
Creative Execution
This is the world's first carbon offset TV commercial shot by the power of microalgae "euglena." With using the cutting-edge bio technology, our client and we produced euglena bio fuel. Euglenas absorb a lot of CO2 as they grow. By 2018, our client will build the Japan's first bio fuel factory, and by 2020 it will try to success the world's fist euglena fuel flight.
After the TV commercial was released... -Investors turns on their eyes on our client. STOCK PRICE 7%up -Our client got more eco-friendly customers for healthy drinks and foods business. SALES ROSE TO $40M/YEAR REGULAR SUBSCRIBERS ROSE TO 140,000 Nowadays, projects such as euglena fueled busses and airplanes are on the progress with major companies.
Because this work is a big challenge for ad industry for the sustainable future, and we tried applying the cutting-edge bio technology to advertising.