| Title | + MET PROJECT |
| Brand | TANIZAWA SEISAKUSHO |
| Product / Service | + MET PROJECT (POT / LAMP) |
| Category | B01. Corporate Communication & Reputation Management |
| Entrant | J. 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 |
| 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 |
“+ 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.
Worked with a product designer for many rounds of design modification to develop POT and LAMP, the first products from the +MET PROJECT. Leveraging the topic of the Great Tohoku earthquake anniversary, we chose the day of March 11 to launch the products with a special website and concept movie. Also conducted a series of local events with focus on Tokyo area, where people could experience virtual earthquakes and create a conversation about it. This worked in synergy with the press release distribution to create a big news.
- 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
Tapping into Japanese people’s insight, we gave a new value to safety helmets to increase the fading awareness for disaster defense and created a big topic. By choosing the memorial day of March 11 for our launch announcement, we received an unexpected volume of media coverage in TV shows, newspaper, magazines and online media, followed by numerous inquiries. Another earthquake in Kumamoto on April 14, 2016 has drawn even more attention on this product’s usability from within the country and internationally.
In order to attract the greatest attention, we announced the project on the day of March 11th 2011, the five year anniversary of the massive Tohoku earthquake. High reach was achieved in a wider audience by distributing the press release through a variety of channels including not only conventional industry media but also new touch points such as interior magazines and innovative media. With a special website and concept movie acting as the hub, we planned a series of local events to generate a conversation of real voices and spread out the news.