Silver Spike

Case Film

Presentation Image

CategoryE03. Innovative Use of Social or Community
Idea Creation DLX INC. Tokyo, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
Production DLX INC. Tokyo, JAPAN
Production 2 BIRDMAN Tokyo, JAPAN


Name Company Position
Asako Isobe Conservation International Japan Marketing & Development
Daima Kawamura DLX inc. Producer
Reietsu Hashimoto dentsu inc. Creative Director
Junya Hoshikawa BIRDMAN INC. Art Director
Youichi Kanazawa KAIBUTSU INC. Web Director
Yoshihiko Abe BIRDMAN INC. Designer
Gabriel Shiguemoto BIRDMAN INC. Illustrator
Yasuo Hasegawa KAPPUKU INC. Programmer
Wataru Sumita 3DAL INC. Programmer
Matt Lyne DLX INC. Coordinator
Yusuke Kobayashi GEEK PICTURES INC. Producer
Takashi Tsujii GEEK PICTURES INC. Production Manager
Yoshimi Fujita Freelance Advertiser
Subaru Matsukura nue inc. Advertiser
Atsuki Yukawa Rock'n Roll Japan K.K. Advertiser
Hiroshi Tanizaki Rock'n Roll Japan K.K. Advertiser

The Campaign

The Twitter logo is currently the most prevalent bird in the world. New Twitter accounts can number 400,000 a day while Twitter users all over the world have one or more accounts each, particularly young people, who on average have about 4 accounts each. Donate4Birds aims to use the Twitter bird, our world’s most prevalent bird, to help save endangered birds all around the world that we have put in peril.

Creative Execution

SAVE ENDANGERED BIRDS WITH THE TWIITER BIRD. On our website, birds from around the world based on the proportions and geometry of the Twitter bird fly across a space we created with the 3D graphics program WebGL. There, we created two experiences for people based on their Twitter usage. 1. People who use Twitter regularly can now use $Cashtag to donate money. 2. Those who are going to give up Twitter can donate their own Twitter accounts for a certain period. In addition, by designing the website using images of birds in the same proportions and with the same geometry as the Twitter bird, we were able to make the site more than twice as light compared to conventional WEBGL. This allows users in almost any environment to participate in this program.

The value of the PR generated exceeded USD 4.4 million, monetary donations were 25% up on the previous year and more than 100,000 accounts were donated. Moreover, with the donations collected through this project, we are carrying out activities that create an environment that helps save endangered wild birds. For example, through our activities, the decline of endangered species in Japan has been slowed by 20%. Our website has also won awards including the FWA, the winner of which is selected by over 200 creatives in the industry, and the awwwards.

The Twitter logo is currently the most prevalent bird in the world, but many have become a little weary due to the influence of various social media and global social network systems. Today, about 60% of people feel that SNS activity is a burden, with Twitter topping the list of SNS sites that are considered to be the most burdensome. Conservation International created a new experience in which anyone can participate to save wild birds and social environments using Twitter, a bird that has proliferated digitally and no longer fascinates users.


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