Title | DRESS UP THE TRASH, DRESS UP THE TOWN. |
Brand | ROPPONGI COMMERCIAL AVENUE DEVELOPMENT OF REGION |
Product / Service | ROPPONGI HALLOWEEN 2015 |
Category | A02. Creative Innovation |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Media | DENTSU INC. Tokyo, JAPAN |
PR | DENTSU INC. Tokyo, JAPAN |
Production | DENTSU CREATIVE X Tokyo, JAPAN |
Contributing | AMANA Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tsudou Honda | DENTSU.INC | Creative Director |
Hisashi Tanaka | DENTSU.INC | senior creative manager |
Emi Kaminaga | dentsu east japan inc. | Art Director |
Gen Shono | DENTSU.INC | Marketing Communication Manager |
Kazuhiko Abiru | DENTSU.INC | Account Director |
Yuhei Mochida | DENTSU.INC | Account Manager |
Hiroshi Fukuda | DENTSU.INC | Media Planning Director |
Yuta Ishikawa | DENTSU.INC | Media Planning Manager |
Daisuke Ichikawa | DENTSU.INC | Media Planner |
Shinichi Matsuda | Dentsu Creative X Inc. | Executive Producer |
Atsushi Uzawa | Dentsu Creative X Inc. | Producer |
Koichi Shiba | Dentsu Creative X Inc. | Producer |
Koichi Shiba | Dentsu Creative X Inc. | Producer |
Ryosuke Sone | Dentsu Creative X Inc. | Director |
Keiichi Aoki | Dentsu Creative X Inc. | Producer |
Aya Iwamoto | amana inc. | Photographer |
Risa Yamamoto | Rizing inc. | Retoucher |
Chie Shuto | amana inc. | Retoucher |
Masahiko Narita | amana inc. | Producer |
Kazuhiro Suminokura | DENTSU.INC | Account Executive |
We wanted to increase awareness of Roppongi's garbage problem among visitors to the neighborhood, and implement our project as a means of enlightening them. We created huge social media buzz by turning garbage piles into jack-o'-lanterns, the symbol of Halloween,
Halloween attracts a prime demographic of mostly young people and families with children. We were able to create for this audience a sense of personal connection to picking up trash by designing a "cute" garbage bag. We created a huge support base by enlisting the help of celebrities and local key radio station J-WAVE to solicit volunteers; and collecting crowdfunding donations.
The event ran from about two weeks before Halloween to the day after. Volunteers gathered in a Roppongi park at 7am, before the morning commute. Armed with the pumpkin garbage bags, they began picking upi garbage. Despite the early-morning start time, we had 550 volunteers over a period of two weeks.
Putting the garbage bag outside at the corner of the street to be collected is a daily culture of Japan. However, this changes to a bigger problem when the amount of garbage increases during the Halloween period. We thought about a solution that solves this problem by idea. It’s a simple thought, but how about decorating the garbage bag and makes it look like a pumpkin? Then, a garbage bag is not a garbage anymore and it becomes to a Jack-o'-Lantern! This is a small action but definitely inventing something and we thought it is a new product as well.