Title | DRESS UP THE TRASH, DRESS UP THE TOWN. |
Brand | ROPPONGI COMMERCIAL AVENUE DEVELOPMENT OF REGION |
Product / Service | ROPPONGI HALLOWEEN 2015 |
Category | A08. Charities, Public Health & Safety, Public Awareness Messages |
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 |
Tomoya Kitagawa | 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 |
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,
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.
1. Despite attracting 1,130,000 people, the event drew only a single formal resident complaint. It attracted 550 volunteers to collect garbage. As a result, instead of overflowing with garbage, Roppingi became covered with jack-o'-lanterns. It changed negative attitudes toward picking up garbage, making it cute and fun, and personal. 2. PR costs were zero. By spending ¥1,500,000 on making the bags, we succeeded in generating ¥1,000,000,000 worth of publicity.
Garbage bags and garbage drops don't usually get featured in the news. But we came up with a way to create media attention for them, ultimately bringing publicity to the entire neighborhood and leading to the inception of a totally new PR tool.
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.