Background

In Japan, NTT DOCOMO is well known as a telecommunications company, but its efforts to promote a recycling-oriented society are almost completely unknown. More people needed to know about the DOCOMO BIKESHARE bicycle sharing service and how it is helping create a more environmentally-friendly society and helping Japan achieve its SDGs.

Describe the creative idea (40% of vote)

This environmentally-friendly advertising was achieved using special bike tires that leave a temporary, stamp-like pattern on the ground whenever the tires are wet. Normally in Japan it is impossible to utilize public roads as an advertising medium, but because water is used to create advertising which disappears after a given amount of time, it is not classified as general outdoor advertising. This promotion represents the first time in the world bicycle tire marks have been used for advertising.

Describe the execution (40% of vote)

Created using a 3D printer, the surface of the tires is decorated with images of polar bears, pandas and other animals impacted by global warming, and the distinctive features of each animal are incorporated into the design so that they are recognizable when their design is stamped onto the ground. The design was produced through the calculated integration of 3D printer technology with human artistry.

List the results (20% of vote)

This promotion is also the first time in the world bicycle tire marks have been used for advertising, a fact which caught the attention of more than 300 media outlets, including television, newspaper and online, who helped deliver an advertising impact of over 170 million yen.