FEEL THE GAP SODAS

TitleFEEL THE GAP SODAS
ClientGREEN PEOPLE'S POWER
Product / ServiceGREEN PEOPLE'S POWER
CategoryB07. Use of Stunts
EntrantMcCANN TOKYO, JAPAN
Idea Creation McCANN TOKYO, JAPAN
Production TORIHADA ,INC Tokyo, JAPAN

The Campaign

No one can detect the increase in atmospheric concentration of CO2, because we can neither see nor touch air. So we created two kinds of bottled carbonated water with the same concentration of CO2 as that of air in 1940 and 2018, respectively. By doing so, we were able to convey the changes happening to Earth as a sensory experience, by enabling people to feel the difference with their tongue.

Creative Execution

We opened a carbonated water stand in Tokyo and had people taste and compare the two bottles without any prior explanation. The reason for the difference was explained after they tasted the difference, which heightened the impact of the environmental information they were given. Traditionally, the only promotional tool used by power companies was brochures. The use of carbonated water bottles was a completely fresh approach for the category.

FEEL THE GAP SODA attracted numerous media coverage and posts on social media. As a result, visits to Green People’s Power website increased 400% and number of customers by 180% vs. the previous year. There were also schools that wanted to use the sodas as a teaching tool, providing an opportunity for kids to think about the future of the planet they will be inheriting. The sodas not only helped people to feel the danger facing Earth, but also got them thinking about the future.

No one can detect the increase in atmospheric concentration of CO2, because we can neither see nor touch air. So we created two kinds of bottled carbonated water with the same concentration of CO2 as that of air in 1940 and 2018, respectively. By doing so, we were able to convey the changes happening to Earth as a sensory experience, by enabling people to feel the difference with their tongue.

Insights, Strategy and the Idea

We promoted a switch to renewable energy by communicating that the atmospheric concentration of CO2 has risen approx. 145% within the short period of 80 years between 1940 and 2018 and by getting people to “feel” the danger facing Earth.

Credits

Name Company Position
Tomoaki Hirano McCANN TOKYO Creative Planner
Riko Koide McCANN TOKYO Art Director
Kiyohito Kumano TORIHADA Producer
Takuya Sugawara qomunelab co.,ltd. Director
Shinya Kitamura qomunelab co.,ltd. Cinematographer
Takeshi Oshima TORIHADA Cinematographer
Kyohei Tani TORIHADA Account Executive
Taro Amioka SUNNY SIDE UP Inc. PR
Links
Website URL