BEHIND THE PHOTOGENIC-STORIES

TitleBEHIND THE PHOTOGENIC-STORIES
ClientACTION AGAINST CHILD EXPLOITATION (ACE JAPAN)
Product / ServiceTHE PROBLEM OF CHILD LABOR
CategoryA13. Not-for-profit / Charity / Government
EntrantDENTSU DIGITAL Tokyo, JAPAN
Idea Creation DENTSU DIGITAL Tokyo, JAPAN
Media Placement DENTSU DIGITAL Tokyo, JAPAN
Production PICT Tokyo, JAPAN
Production 2 FORMULATION Tokyo, JAPAN
Production 3 ADNOTE Yokohama, JAPAN

The Campaign

We filmed three videos with surprising elements. The videos feature cacao (chocolate), coffee (caffè latte) and cotton (clothing). These products are often seen on Instagram, and contribute to child labor issues. We used the Boomerang feature and posted the videos on Instagram Stories. At first, the videos look like trendy Boomerang content. Suddenly, they stop, and rewind. The rewinding shows the manufacturing processes. At the end, children working at plantations appear, making it clear that these products cause child labor issues.

Creative Execution

We executed this campaign from February 9th to March 9th, which are around Valentine’s Day and "White Day". In Japan, women give presents (mainly chocolate) to men on Valentine's Day. Furthermore, there is a day called "White Day", one month after Valentine’s Day. “White Day” is the day for men to give return gifts to women who gave them gifts. At this time of the year, the demand for trendy goods or foods to give sharply rises. We have posted one of the three videos on Instagram Stories for a month, and each day the video was changed.

As soon as the videos went live on Instagram, ACE website accesses increased by 8.4 times. Video views increased by 68 times than before. Ultimately, the dramatic increase in views by millennials, who were unaware of child labor issues, led to their heightened knowledge of the issues and participation in ACE's activities.

This work shows a new usage of Instagram Stories, which improved the brand awareness and triggered audience to participate in the brand’s activities.

Insights, Strategy and the Idea

The main target was millennials, so we posted the videos on Instagram Stories which were popular among young people.

Credits

Name Company Position
Kazuya Kishimoto Dentsu Digital Inc. Communication Designer
Fumi Annoura Dentsu Digital Inc. Art Director
Yui Kondo Dentsu Digital Inc. Media Planner
Yoshiyuki Dobashi PICT INC. Producer
Kanji Sakai Formulation I.T.S Director
Jun Katakura adNote Music
Keitaro Takahashi adNote Music
Susumu Namikawa Dentsu Digital Inc. Chief Creative Officer
Hiroki Nakamura Dentsu Digital Inc. Advisor
Shuji Hirai Freelance Editor
Links
Video URL