THE SUSTAINABLE ADVERTISING

TitleTHE SUSTAINABLE ADVERTISING
BrandEUGLENA CO.
Product / ServiceCORPORATE
CategoryB01. Corporate Communication & Reputation Management
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production RAY CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Hirofumi Hayashi Dentsu Inc. Creative Director
Norihito Sako Dentsu Inc. Creative Director
Kosuke Shinshi Dentsu Inc. Copywriter
Kumiko Ota Dentsu Inc. Art Director
Dan Doko Dentsu Inc. Strategist
Masami Oshio Dentsu Creative Force Inc. Agency Producer
Satoshi Takasugi Dentsu Inc. Account Director
Kensuke Nakamura Ray Corporation Producer
Tsutomu Tanaka Ray Corporation Producer
Futoshi Takashima Sono Pront Film Director
Ryosuke Jinmura Ray Corporation Production Manager

The Campaign

We tried making a sustainable TV commercial with the power of euglena. Euglenas can produce fuels whose quality is close to the light oil. They can be used to diesel engines and generators. As they grow, euglenas absorb CO2, so using euglenas’ biofuel is expected to reduce CO2. We shot a commercial about healthy drink made by euglena, with the machines fueled by euglena.

Execution

We produced bio fuel from microbe “euglena” with our client’s biotechnology. This fuel is so eco-friendly, because euglenas absorb much CO2 as they grow. Then we shot a TV commercial with buses, trucks, and generators fueled by euglena bio oil. After finished the TVC, we presented the making video on web.

After the TV commercial was released... ?Investors turns on their eyes on our client. > STOCK PRICE 7%up ?Our client got more eco-friendly customers for healthy drinks and foods business. > SALES ROSE TO $40M/YEAR, REGULAR SUBSCRIBERS ROSE TO 140,000 Nowadays, projects such as euglena fueled busses and airplanes are on the progress with major companies.

The Situation

Because we think that this work changed many people’s thoughts for our client and the future and raised our client’s reputation by using a new way of advertising

The Strategy

Our client is a venture company trying to realize the carbon cycle society. To achieve their dream, we needed to show many people, especially new investors and new customers, their possibility for the future. So we decided to revolute the way of advertising and express their eco-friendly behavior through web.