|Title||HOMELESS BED COLLECTION|
|Brand||MEGAMAX / MOYAI|
|Product / Service||OUTLET FURNITURE WHOLESALER/NPO|
|Category||E01. Integrated Campaign led by Promo & Activation|
|Entrant||OGILVY & 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|
|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|
|Futoshi Watanabe||amana inc||Stylist|
|David Rittenhouse||Neo@Ogilvy KK||Senior Media Planner|
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.
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.
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.
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.