|Product / Service||WWF JAPAN|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||ASATSU-DK Tokyo, JAPAN|
|Idea Creation||ASATSU-DK Tokyo, JAPAN|
|Media||ASATSU-DK Tokyo, JAPAN|
|PR||ASATSU-DK Tokyo, JAPAN|
|PR 2||GMPC JAPAN Tokyo, JAPAN|
|PR 3||MATERIAL Tokyo, JAPAN|
|Production||ROCK'N ROLL JAPAN Tokyo, JAPAN|
|Production 2||NISHIKAIGAN TOKYO, JAPAN|
|Production 3||KOBAYAKAWA TOKYO, JAPAN|
|Production 4||SUN Tokyo, JAPAN|
|FUSANARI MASUDA||ADK Tokyo||ART DIRECTOR|
|KAZUMA AOKI||ADK Tokyo||COPYWRITER|
|AKINORI SUZUKI||ADK Tokyo||ACCOUNT PLANNER|
|KANA KIKUCHI||ADK Tokyo||ART DIRECTOR|
|KENICHI MURAMATSU||55 INC.||PHOTOGRAPHER|
|KENICHI OHNO||SUN Co.,Ltd.||DESIGNER|
|MASAYUKI KUSUBAYASHI||SUN Co.,Ltd.||PRINT PRODUCER|
|YOHEI KAWASAKI||ROCK'N ROLL JAPAN Co.,Ltd.||FILM PRODUCER|
|JUN NAKAO||ROCK'N ROLL JAPAN Co.,Ltd.||DIRECTOR|
|YU SATO||ROCK'N ROLL JAPAN Co.,Ltd.||CINEMATOGRAPHER|
|YUSUKE KONAMI||ROCK'N ROLL JAPAN Co.,Ltd.||CINEMATOGRAPHER|
|RYOHEI OKA||ROCK'N ROLL JAPAN Co.,Ltd.||CINEMATOGRAPHER|
|CHIKAI KATO||ROCK'N ROLL JAPAN Co.,Ltd.||EDITOR|
|MASAKI ISHII||NISHIKAIGAN Co.,Ltd.||ANIMATOR|
|HIROMITSU SUNAGA||NISHIKAIGAN Co.,Ltd.||SPECIAL EFFECTS PRODUCER|
|SHINICHIRO KOBAYAKAWA||KOBAYAKAWA Co.,Ltd.||SOUND DESIGNER|
|MAKOTO OYAMADA||Freelance||WEB DESIGNER|
|SHOICHIRO SAIKAWA||ADK Tokyo||EVENT MANAGER|
|MITSUTOMO KAWAMURA||GMPC JAPAN||PR DIRECTOR|
|CHIHIRO KAMATSUKA||GMPC JAPAN||PR PRODUCER|
|HISATAKA TAKENAKA||Material||PR DIRECTOR|
|KOZUE SAITO||Material||PR Director|
Using nail art, a fashion trend extremely popular among Japanese women of all ages, background and occupation, we invented a catalog of original nail art designs, each one representing one of those endangered species. The designs were introduced to more than 100 nail salons all over Japan. The aim was to develop a campaign that allows people to learn about endangered species and make donations while getting their nails done. Moreover, the donators were welcome to share their experience and new nail art design on their SNS.
In order to start the movement and raise awareness about our campaign, leaflets presenting each original animal nail art designs as well as the description of these species facing extinction, were distributed in nail salons. We started by launching the campaign in more than 100 famous nail salons that agreed to participate in the project, all around Japan in November 2015. In order to raise even more the awareness of the endangered species campaign, we also create partnerships with Japan Nail Art Association and nail art schools. Furthermore to reach more effectively our targets, SNS influencers such as Instagrammers were called out to support and promote the campaign. Donators were also more than welcome to share their experience. Publicity was also made in various fashion and style related media to increase interest on the campaign.
During the three months that followed the launch of the campaign, many influencers of the Beauty and Fashion industries have experienced Donail, leading to a great flow of posts. In addition of our campaign shared on SNS and blogs such as Instagram, Donail was also featured in a large number of Fashion related and national newspapers as well as TV programs. Without using any traditional advertising, the campaign managed a total of 199 million impressions and 15 million reach.Moreover, the famous Ueno zoo agreed to hold regularly a nail art event in its park and even the Minister of Environment gave her support to our project, leading to a new movement of donation across the country.As a result, in three months, more than 6,800 of those who weren’t familiar to donation experienced this campaign . About 10% of the revenue were donated to the Red List program.
Japanese people are known for their low involvement in charity, we wanted through this campaign to call out to their support and donations for endangered species protection. We chose to use the nail art by developing original nail designs representing endangered species, as a new way to communicate the “Red List” message. We reached our targets that traditional advertising had failed to do so far this way. The design was used in more than 100 salons across the country and a part of the revenue was donated to the “Red List” program.
It is said that up to 70% of Japanese females have experienced nail art, and the market is worth over 200,000,000,000 yen. This campaign focused on women who get their nails done on a daily basis, but not familiar with donating and charity. To approach this target, a partnership was found with Japan Nailist Associatioin and various big-name nail salons. Original nail art procedures were introduced in each salons, and in the waiting room, leaflets of this activity was introduced to raise awareness. As young women are likely to share their experiences on apps such as Instagram and twitter, those who experienced the nail art were encouraged to make the posts on such platforms. These posts lead to more people participating in the campaign, creating a chain of trends throughout social networking platforms.