+ MET PROJECT

Short List
Title+ MET PROJECT
ClientTANIZAWA SEISAKUSHO
Product / Service+ MET PROJECT (POT / LAMP)
CategoryA02. Creative Innovation
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media J. WALTER THOMPSON JAPAN Tokyo, JAPAN
PR J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production 2 ONION Tokyo, JAPAN
Production 3 AMANA Tokyo, JAPAN

The Campaign

“+ MET PROJECT” - Life saving interior accessory. Double-purposed products of safety helmets as well as design-driven home items that people would want to keep in their living spaces. POT is a flowerpot that doubles up as a safety helmet. LAMP is a side-lamp which serves also as a helmet and flashlight. Its uncompromised high quality design attracts people’s interest in helmets.

Creative Execution

The helmet we designed was purposed to be sold not in DIY home centers, but in home interior stores and variety shops. Because our first goal was highly stylish design, a professional interior designer was responsible for these helmets, not a helmet designer. A team including Tanizawa’s in-house technicians had constructive dialogues to meet the requirements for both design and durability. Materials were carefully selected based on superiority in durability and processability. And we finally accomplished a design that would never look like a helmet at first sight. Virtual earthquake events allowed us to collect many voices appreciating the attractive design as well as the usability how it can be handily transformed into a wearable safety equipment. We are now working on improvements for lighter weight models and easier attachment, and also planning to extend the line with new variations including tissue box covers and table clock.

- Worldwide media coverage in over 100 channels - PR value over JPY 200M - Huge conversation on SNS - Many feature articles in interior magazines and innovation media - High quality achieved in both design and durability - Patents approved for both POT and LAMP - Re-established the importance of keeping helmets at hand - Helped to increase sales of regular helmets: 104% (+JPY 300M ) vs previous year

By giving another purpose to helmets, we provoked mindset changes in disaster prevention and triggered changes in people’s behavior. Overcame the two challenges of opposing factors; aesthetics and safety. Made a breakthrough in the helmet industry which was untouched by innovation for a long while. This development of a product with big news made large contribution to increasing sales of regular helmets (104% and JPY 300M growth vs previous year) and achieved the big goal of communicating the importance of keeping helmets at hand.

Credits

Name Company Position
Go Sohara J. Walter Thompson Japan Executive Creative Director
Riki Kawanami J. Walter Thompson Japan Account Director
Naoya Kaneko amana inc. Producer
Masayoshi Yambe J. Walter Thompson Japan Web Developer
Yusuke Mochizuki J. Walter Thompson Japan Senior Art Director
Norio Okinojo J. Walter Thompson Japan Senior Copywriter
Takumi Ichihara J. Walter Thompson Japan General Manager
Kazuaki Endo J. Walter Thompson Japan Account Executive
Tatsuro Nakamura Onion Inc. Executive Producer
Yuki Honda Onion Inc. Producer
Tetsuya Tsujimura Tsujimura Design Studio Product Designer
Yusuke Tabuki Onion Inc. Film Director
Tetsu Kusuda AZBOND Cinematographer
Tatsuro Hara MIKOSHI Lightman
Yuri Takada PARADE Photographer
Reiko Tanaka PARADE Assistant Photographer
Shohei Otsuka J. Walter Thompson Japan Graphic Designer
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