The Campaign

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,

Creative Execution

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.

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

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.

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

Putting the garbage bag outside at the corner is a daily culture of Japan. However, the amount becomes a bigger problem during the Halloween period. We thought about a solution that solves this problem by idea. We consider bringing these garbage bags as a topic through the media. It’s a simple thought, but how about decorating the garbage bag and makes it look like a pumpkin? Then, a garbage bag is not a garbage anymore and it becomes to a Jack-o'-Lantern! This is a small action but definitely inventing something and we thought it is a new product as well.

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.