#ANIMAL_SELFIE 2

Short List
Title#ANIMAL_SELFIE 2
BrandWWF JAPAN
Product / ServiceWWF JAPAN
CategoryA01. Art Direction
2 of 3 Campaign
EntrantCHERRY Tokyo, JAPAN
Idea Creation CHERRY Tokyo, JAPAN
Idea Creation 2 ADK CREATIVE ONE Tokyo, JAPAN
Production GRAND SLAM Tokyo, JAPAN
Production 2 PYRAMID FILM QUADRA Tokyo, JAPAN
Production 3 CONNECTION Tokyo, JAPAN
Production 4 PYRAMID FILM QUADRA Tokyo, JAPAN

Credits

Name Company Position
Fusanari Masuda CHERRY Creative Director
Takaaki Nemoto ADK Creative One Art Director
Shotaro Nieda CHERRY PR Director
Sakura Egami ADK Creative One Account Manager
Taiki Kawakami ADK Creative One Account Manager
Takeshi Sato Grand Slam Retoucher
Tateki Yoshida ONE Designer
Shota Kawano PYRAMID FILM Film Producer
Kentaro Osawa CONNECTION Film Director
Ayako Yamaguchi CONNECTION Post Producer
Hiroaki Sagara PYRAMID FILM Cinematographer
Junki Yoda PYRAMID FILM Production Manager
Shuhei Kanda PYRAMID FILM Production Manager
Tong Zhang PYRAMID FILM Production Manager
Tatsuya Abe PYRAMID FILM QUADRA Web Director
Kosuke Hayashi PYRAMID FILM QUADRA Digital Producer
Asuka Matsuoka PYRAMID FILM QUADRA Web Designer
Yuta Sumi PYRAMID FILM QUADRA Production Manager
Toyokazu Kawamura PYRAMID FILM QUADRA Mark Up Engineer
Yasuyuki Mishina PYRAMID FILM QUADRA Programmer

Cultural/Context information for the jury

Japanese people have significantly low concern toward environmental issues (donations per household are 1/108 of western countries), so WWF JAPAN wanted to propose a new solution that would allow people to easily think about and make donations toward environmental issues, in their everyday lives. The idea centered on selfies, which everyone has experienced and are popular via SNS all over the world. The concept was, “This is the kind of selfie they would upload, if wild animals could ask for help.” Against various backgrounds of environmental issues, the project had animals from all over the world upload photos on Instagram with #ANIMAL_SELFIE. Craft power allowed creation of selfies with animals on un-photogenic backgrounds. The message was, although the selfies are fake, the environmental issues are not. The poster was used at the customs area of Haneda Airport, where illegal imports of wild animals are controlled.

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