Title | STILL LIFE |
Brand | THE END ALS ASSOCIATION |
Product / Service | END ALS |
Category | A07. Charities, Public Health & Safety, Public Awareness Messages |
Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Idea Creation | McCANN ERICKSON JAPAN Tokyo, JAPAN |
PR | VECTOR GROUP Tokyo, JAPAN |
Production | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Production 2 | AOI PRO Tokyo, JAPAN |
Production 3 | SABUROKU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Masahiro (HIRO) Fujita | McCann Erickson Japan | Strategic Planning Director |
Isamu Nakamura | McCann Erickson Japan | Executive Creative Director |
Chiharu Ozaki | McCann Erickson Japan | Creative Planner |
Yasuaki Kurata | McCann Erickson Japan | Art Director |
Shotaro Adachi | McCann Erickson Japan | Art Director |
Yuki Saito | McCann Erickson Japan | Art Director |
Ryosuke Yoshitomi | McCann Erickson Japan | Creative Planner |
Akihiro Orimo | McCann Erickson Japan | Planner |
Miyoko Ohki | McCann Erickson Japan | PR Director |
Kiyoshi Kindo | McCann Erickson Japan | Agency Producer |
Mai Fukuda | Craft Worldwide Japan | Web Producer |
Kensaku Kakimoto | office SAKU | Film Director |
Satomi Inagaki | office SAKU | Film Director |
Asami Koyama | K FIBE INC. | Cinematographer |
Hisao Usui | TAMCO Inc. | Sound Engineer |
Satomi Inagaki | office SAKU | Film Director |
Hiroki Okumura | Digital Garden Inc. | Mixer |
Junichi Murata | AOI Pro. | Producer |
Taisuke Shirasawa | AOI Pro. | Producer |
Mana Hashimoto | AOI Pro. | Production Manager |
Tomomi Teramoto | AOI Pro. | Production Manager |
Yuyua Masuko | SABUROKU Inc. | Editor |
Eiji Nishida | Craft Worldwide Japan | Special Thanks |
Midori Nissato | Momentum Japan | Special Thanks |
Motoi Ito | Ad Hoc Inc. | Special Thanks |
Hirofumi Hayashi | Dentsu Inc. | Special Thanks |
Masahiko Futara | Hakuhodo Inc. | Special Thanks |
Masatane Muto | Hakuhodo Inc. | Special Thanks |
Kaori Mochizuki | McCann Erickson Japan | Translation |
Taro Fujiwara | BISHOP MUSIC | Music |
To illuminate the cruelty of his disease, ALS patient Hiro Fujita decided to use his condition (complete immobility of the body except for eye movement) to his advantage by serving as the model for a still life painting. In a country where patients are prone to withdraw from society and hide their disabledness, Hiro’s decision to intentionally put himself on display for public scrutiny was an attempt to provoke people into contemplating the disease and learning more about it.
Hiro called out to people on social media, asking them to paint him as a human subject for a still life painting. Artists of all levels gathered to create paintings and drawings of Hiro, and the finished works covered the walls of the gallery. The collected artworks will be used by END ALS as creative assets to further promote awareness for ALS. They have already been exhibited at a gallery, displayed at a subway station, and shown digitally on an outdoor vision at Tokyo’s Harajuku district.
The video of the event was posted on social media, attracting 72k views in just 1 night. The event was documented in a 30-minute TV program for NHK, Japan’s national TV channel. Also, a number of media spaces and exhibition spaces offered the use of their spaces for free. Monthly sales of the official END ALS T-shirts doubled compared to that of the previous month. Resulting in a total of $3.8 million worth of earned media and still continuing to grow.
The naming of this event is intended as a wordplay of the END ALS slogan, “I’M STILL ALIVE” and Hiro describing his inability to move due to ALS as “Still Life.” The event aims to create social impact by intentionally taking an ironic approach of having an ALS patient serve as a painting model.