Title | FEEL THE GAP SODAS |
Brand | GREEN PEOPLE'S POWER |
Product / Service | GREEN PEOPLE'S POWER |
Category | F02. Low Budget / High Impact Campaign |
Entrant | McCANN TOKYO, JAPAN |
Idea Creation | McCANN TOKYO, JAPAN |
Production | TORIHADA ,INC Tokyo, JAPAN |
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 |
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.
Production: 400,000JPY Event: 300,000 JPY VIDEO: 300,000 JPY Website:100,000 JPY SHOOT: 100,000 JPY TOTAL: 1,200,000 JPY
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 created an experience to feel the changes happening to Earth as a sensory experience, by enabling people to feel the difference with their tongue.
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.