Why is this work relevant for Brand Experience & Activation ?

To enable expression of the myriad attractions of this richly colorful island, we developed 50 original paints. By involving islanders in their creation, these original paints became content conveying Ogasawara’s cultural and historical background. We designed integrated communication providing multifaceted brand experiences beginning with these paints and also including videos, brand books, picture-painting events, picture contests, learning materials for educational institutions, and art events. We were successful in deepening engagements with targets.

Background

The islands’ isolation from mainland Japan creates their distinct culture with the fusion of western, eastern and southern influences, and the history of US control makes the islands special among Japan. However, since Ogasawara’s designation as a World Natural Heritage site in 2011, attention has focused solely on the island’s richly colorful nature, resulting in the dilution of awareness of Ogasawara’s culture and history. Increasing numbers of people relocating to live on Ogasawara has also led to an increase in islanders who are unfamiliar with its culture and history. In 1968, Ogasawara Islands was returned to Japan from US control after the war, and 2018 marks the 50th Anniversary of its return. For its 50th anniversary, we felt the need to express the uniqueness of the islands in nature, in culture, and in history, to people both inside and outside of the islands to pass on to the future.

Describe the creative idea (20% of vote)

For Ogasawara's 50th anniversary, islanders selected the 50 best charms of Ogasawara, then created 50 original shades of paint called “OGASAWARA 50 COLORS” and sold it online for a year.Each of the paints has been given a name that piques people’s interest in the paint’s background, such as “Tears of Green Sea Turtle”, “Island Sushi”, and “Tooth Brushing of Sandfish”. Thus the paints are also messengers conveying the thoughts and feelings that island residents have imbued into them. These paints function as experiential contents that facilitate learning about Ogasawara’s nature, culture, and history. Through multifaceted brand experiences beginning with these paints, we aim to draw attention to Ogasawara’s 50th anniversary and deepen engagement.

Describe the strategy (20% of vote)

Historically, the Ogasawara Islands have received settlers from a diversity of roots—from the West, the East, and the South Seas. Consequently, islanders whose ancestors have lived here for centuries have names and physical features that deeply reflect Western characteristics. By having 50 islanders—including those with Western ancestry—appear as messengers extolling the island’s attractions, we were able to increase attention on Ogasawara’s historical background. Furthermore, by involving islanders in the project, we aimed to create a project that also deepened islanders’ understanding of Ogasawara.

Describe the execution (30% of vote)

To encourage islanders’ own understanding of Ogasawara, we created a Project Team that included more than 200 of Ogasawara’s 2,600 residents. The project began with the selection of 50 of the island’s attractions, working together with islanders. For each attraction, the islanders with the deepest connection to that attraction became messengers conveying the thoughts and feelings imbued into the completed paints through the brand books included with the paints, videos, and brand website.

List the results (30% of vote)

”OGASAWARA 50 COLORS” was featured on various media such as national TV, newspaper, magazines, radio, on digital and became a topic of conversation. As a result, it marked the #1 spot on Amazon's best seller list. The paint box was highly valued as an educational tool as it allowed users to learn and experience the vibrant nature, culture and history of the islands. It was introduced to educational institutions such as elementary schools and art schools and created positive engagement with children who bear the next generation. The 50 shades of paint itself played a role as a media and attracted attention to the islands and became a source for local pride for islanders, making it a great success as an innovative local branding campaign. In addition, revenue from paint sales is being used as activity funds, creating new businesses.