HOMELESS BED COLLECTION

Short List
TitleHOMELESS BED COLLECTION
BrandMEGAMAX / MOYAI
Product / ServiceOUTLET FURNITURE WHOLESALER/NPO
CategoryB01. Guerrilla Marketing & Stunts
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Idea Creation OGILVY & MATHER JAPAN Tokyo, JAPAN
Media OGILVY & MATHER JAPAN Tokyo, JAPAN
PR OGILVY & MATHER JAPAN Tokyo, JAPAN
Contributing OGILVY PUBLIC RELATIONS WORLDWIDE Tokyo, JAPAN
Contributing 2 HOGARTH & OGILVY Tokyo, JAPAN
Contributing 3 NEO@OGILVY Tokyo, JAPAN

Credits

Name Company Position
Ajab Samrai Ogilvy & Mather Japan GK Chief Creative Officer
Ajab Samrai Ogilvy & Mather Japan GK Executive Creative Director
Ajab Samrai Ogilvy & Mather Japan GK Creative Director
Federico Garcia Ogilvy & Mather Japan GK Creative Director
Fred Kendall Hogarth & Ogilvy Inc. Senior Executive Producer
Federico Garcia Ogilvy & Mather Japan GK Copywriter
Ricardo Adolfo Ogilvy & Mather Japan GK Creative Director
Naoya Kataoka Ogilvy & Mather Japan GK Copywriter
Junkichi Tatsuki Ogilvy & Mather Japan GK Art Director
Akihiko Kubo Ogilvy & Mather Japan GK Account Director
Yohei Kawakami Ogilvy Public Relations Worldwide Japan K.K. Senior Account Manager
Shinobu Nakamura Ogilvy & Mather Japan GK Agency Producer
Dixon Wong Ogilvy & Mather Japan GK Director / Editor
Takahiro Muraoka Hogarth & Ogilvy Inc. Digital Producer
Keikei Go Hogarth & Ogilvy Inc. Web Designer
Nana Matsubayashi Hogarth & Ogilvy Inc. Web Developer
Tatsuo Emori Neo@Ogilvy KK Media planner
Shu Nakama SUI inc. Production Designer
Shinpei Abe SUI inc. Assistant Designer
Isamu Tajima DEN Co., Ltd Production Designer
Shun Takii DEN Co., Ltd Production Designer
Keigo Masaki amana inc CG Retoucher
UROKU amana inc Photographer
Futoshi Watanabe amana inc Stylist
David Rittenhouse Neo@Ogilvy KK Senior Media Planner

The Campaign

The idea behind the Homeless Bed Collection was to showcase for real how does it feel to sleep on the streets of Tokyo by turning the streets where homeless people sleep into real beds. The collection was built by the finest Japanese artisans; using elements that mimic the streets of Tokyo. From rough asphalt to mud, from dirty cement to stinky sewer lids with rats, the beds replicated in detail the horrible conditions that thousands sleep in every night. The collection was displayed at Megamax’s flagship store and forced innocent consumers shopping for beds to be confronted by the problem. Each bed in the collection had a name to highlight where it might be found – The Underpass, The Car Park, The Pavement, The Station Bench and the displays went on to explain the personal story of the people who were sleeping in these places.

Creative Execution

For a week The Homeless Beds Collection was displayed at Megamax flagship store. During this period Moyai took the opportunity to raise awareness and collect donations. The collection was built by the finest Japanese artisans; using elements that mimic the streets of Tokyo. From rough asphalt to mud, from dirty cement to stinky sewer lids with rats, the beds replicated in detail the horrible conditions that thousands sleep in every night. A catalogue and a seemingly innocent micro site caught consumers by surprise and invited them to further donate. The collection was also promoted with posters and a street activation where pedestrians could learn the stories of several spots where homeless people sleep and donate directly to the homeless person.

Describe the success of the promotion with both client and consumer including some quantifiable results

Donations increase of 37%. More than 2,000.000 YEN collected. Selected by the Japanese government to be displayed at the G7 Summit in Japan. The only 3D object allowed in the NPO exhibition.

Explain why the method of promotion was most relevant to the product or service

The Homeless Beds collection brings the problem of homelessness to life in a way impossible to be ignored. The horrible conditions where more than 10,000 homeless people sleep every night on the street of Tokyo were meticulously replicated to create a set of beds powerful enough to shock the public out of their complacency. The collection was displayed at Megamax’s flagship store and forced innocent consumers shopping for beds to be confronted by the problem.

The Homeless Beds collection was aimed at young urban adults that are constantly confronted with the problem of homelessness throughout Tokyo but never react upon it. The strategy was to confront and surprise in a way that they would be forced to pay attention to the issue, but also have the chance to learn more and donate in the simplest form possible. The headline: More than 10.000 Japanese sleep on the streets every night. Your donation can help giving them a proper bed. Was extremely efficient on delivering the facts and immediately afterwards made a call to action, that allowed consumers to react on the spot. The store activation was supported by an online and offline communication effort always using the same strategy of catching consumers by surprise, while they were checking a seemingly innocent beds’ catalogue or an online beds’ shop.