Title | DRESS UP THE TRASH, DRESS UP THE TOWN. |
Brand | ROPPONGI COMMERCIAL AVENUE DEVELOPMENT OF REGION |
Product / Service | ROPPONGI HALLOWEEN 2015 |
Category | B04. Business Citizenship / Corporate Responsibility & Environmental |
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 |
Atsushi Uzawa | Dentsu Creative X Inc. | Producer |
Koichi Shiba | Dentsu Creative X Inc. | Producer |
Ryosuke Sone | Dentsu Creative X Inc. | Director |
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 |
Kazuhiro Suminokura | DENTSU.INC | Account Executive |
Keiichi Aoki | dentsu Creative X Inc. | Producer |
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.
We made use of the existing media of garbage bags, which had never before been capitalized on. Through the sheer strength of the design, the project got free exposure on social media and news outlets, without any direct media costs.
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.