HOMELESS BED COLLECTION

TitleHOMELESS BED COLLECTION
BrandMEGAMAX / MOYAI
Product / ServiceOUTLET FURNITURE WHOLESALER/NPO
CategoryD02. Use of Ambient Outdoor
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Idea Creation OGILVY & MATHER JAPAN Tokyo, JAPAN
Media OGILVY & MATHER JAPAN Tokyo, JAPAN
PR OGILVY & MATHER JAPAN Tokyo, JAPAN
Contributing OGILVY PUBLIC RELATIONS WORLDWIDE Tokyo, JAPAN
Contributing 2 HOGARTH & OGILVY Tokyo, JAPAN
Contributing 3 NEO@OGILVY Tokyo, JAPAN

Credits

Name Company Position
Ajab Samrai Ogilvy & Mather Japan GK Chief Creative Officer
Ajab Samrai Ogilvy & Mather Japan GK Executive Creative Director
Ajab Samrai Ogilvy & Mather Japan GK Creative Director
Federico Garcia Ogilvy & Mather Japan GK Creative Director
Fred Kendall Hogarth & Ogilvy Inc. Senior Executive Producer
Federico Garcia Ogilvy & Mather Japan GK Copywriter
Ricardo Adolfo Ogilvy & Mather Japan GK Creative Director
Naoya Kataoka Ogilvy & Mather Japan GK Copywriter
Junkichi Tatsuki Ogilvy & Mather Japan GK Art Director
Akihiko Kubo Ogilvy & Mather Japan GK Account Director
Yohei Kawakami Ogilvy Public Relations Worldwide Japan K.K. Senior Account Manager
Shinobu Nakamura Ogilvy & Mather Japan GK Agency Producer
Dixon Wong Ogilvy & Mather Japan GK Director / Editor
Takahiro Muraoka Hogarth & Ogilvy Inc. Digital Producer
Keikei Go Hogarth & Ogilvy Inc. Web Designer
Nana Matsubayashi Hogarth & Ogilvy Inc. Web Developer
Tatsuo Emori Neo@Ogilvy KK Media planner
Shu Nakama SUI inc. Production Designer
Shinpei Abe SUI inc. Assistant Designer
Isamu Tajima DEN Co., Ltd Production Designer
Shun Takii DEN Co., Ltd Production Designer
Keigo Masaki amana inc CG Retoucher
UROKU amana inc Photographer
Futoshi Watanabe amana inc Stylist
David Rittenhouse Neo@Ogilvy KK Senior Media Planner

Brief Explanation

The Homeless Bed Collection was built by the finest Japanese artisans; using elements that mimic the streets of Tokyo. From rough asphalt to mud, from dirty cement to stinky sewer lids with rats, the beds replicated in detail the horrible conditions that thousands sleep in every night. The collection was then displayed at Megamax’s flagship store and forced innocent consumers shopping for beds to be confronted by the problem. For the first time consumers could see, touch, smell and even lie down on the same spots where more than 10,000 homeless people spend the night throughout Japan. Next to the beds, several displays went on to explain the personal story of the people who were sleeping in these places.