POOPAINT

TitlePOOPAINT
BrandLOHAS KIDS CENTER CLOVER
Product / ServicePOOPAINT
CategoryA02. Healthcare
EntrantGEOMETRY OGILVY JAPAN Tokyo, JAPAN
Idea Creation GEOMETRY OGILVY JAPAN Tokyo, JAPAN
Media Placement GEOMETRY OGILVY JAPAN Tokyo, JAPAN
Production TELEVISION CORPORATION OF JAPAN Tokyo, JAPAN

Credits

Name Company Position
Doug Schiff Geometry Ogilvy Japan Chief Creative Officer
Daniel Comar Geometry Global APAC Regional Executive Creative Director
Fumitaka Takano Geometry Ogilvy Japan Executive Creative Director
Yasushi Arikawa Geometry Ogilvy Japan Creative Director
Kazunori Shiina Geometry Ogilvy Japan Senior Art Director
Hirohisa Fujiwara Geometry Ogilvy Japan Copywriter
Tomohiko Setoyama Geometry Ogilvy Japan Art Director
Tomoyuki Obata Geometry Ogilvy Japan Senior Art Director
Yuta Abo Geometry Ogilvy Japan Art Director
Itaru Takagi Geometry Ogilvy Japan Design Director/Associate Art Director
Yumiko Yamamoto Geometry Ogilvy Japan Designer/Associate Art Director
Mayo Uchimura Geometry Ogilvy Japan Designer
Jody Zhou Geometry Ogilvy Japan Motion Graphic Designer
Morris Ku Geometry Ogilvy Japan Creative Video Director
Ririko Tatsumi Geometry Ogilvy Japan Art Director
Adam Braun Geometry Ogilvy Japan Junior Copywriter
Aki Sugawara Geometry Ogilvy Japan Creative Services Director
Megumi Wada Geometry Ogilvy Japan Account Manager
Hiroki Hibi Geometry Ogilvy Japan Account Manager
Haruki Shirakawa Geometry Ogilvy Japan Account Executive
Gareth Ellen Geometry Ogilvy Japan Strategic Planning Director
Shima Hayashi Geometry Ogilvy Japan PR Manager
Koki Yuyama Geometry Ogilvy Japan PR Planner
Masatsugu Matsuo Geometry Ogilvy Japan Social Media Producer
Yoji Ikeshita Television Corporation Tokyo Film Producer
Yuto Takekawa Television Corporation Tokyo Director
Tetsuya Kaji Television Corporation Tokyo Editor
Tadashi Tsuboi Television Corporation Tokyo Editor
Masanori Toba Television Corporation Tokyo Cinematographer
Kevin Tamashiro Geometry Ogilvy Japan Cinematographer

Why is this work relevant for Brand Experience & Activation?

This work leverages the activation of a new toilet paper within a kindergarten to help toddlers (and their parents) with challenge of potty-training. The school, with the help of their partner agency, activated instruction sessions and placed the product into action within the school. It also became a 'brand experience' for the toddler's, the sons and daughters of the day care centre's customers, providing the Lohas brand with qualities of innovation and parenting partnership that help built trust for the centre among parents.

Background

Japanese moms can become quite stressed about potty training, given their busy lives and their desire to resume normal life and even returning to work when their babies become toddlers. This stress can be unknowingly passed on to their children, leaving them feeling upset and reluctant to develop their potty skills. Lohas Kindergarten wanted to develop a new way to support kids’ potty development fitting to their education philosophy of “creative imagination and art activity to raise enlightened children,” and were also looking for a way to engage parents in the process by giving them something to support them during this trying time. The idea was born out of this situation.

Describe the creative idea (20% of vote)

The idea was very simple. Since kids love to draw, paint and, in general, make art, the approach takes this fundamental characteristic into consideration and applies it to something they're uncomfortable with, to ease that discomfort and make potty-training fun. By printing playful unfinished illustrations onto the toilet paper, it turned the frightful experience into something they already like doing, and help build their skills in potty-training, while coloring within the toilet paper's lines.

Describe the strategy (20% of vote)

The unusual approach was taken on by a childcare center, which cared for toddlers in the potty-training age. After understanding the issues and challenges for many years, the center and agency partner came up with this solution that started small, but grew to be something much larger. In response to the kindergarten’s challenge, toilet time became an educational and fun moment that kids would participate in spontaneously. By removing the typical seriousness of the occasion and giving the kids something they could easily understand and relate to, they were happy to engage and learn. This approach was the reverse of the adult-led old ways of education, which tended towards being pushy and scolding.

Describe the execution (30% of vote)

A coloring book and toilet paper were combined to create the phenomenon of "PooPaint." Once the product was developed, the Lohas Kindergarten team held an experiential event, with parents, to educate them on the new invention and demonstrate its learning potential. Soon after this event, the PooPaint website was launched along with distribution through social media channels. In addition, Lohas made PooPaint available for purchase from their website, which sold out in a matter of days. All of these activities contributed to significant word of mouth, both from the unique approach and the immediate attraction from kids. To generate additional buzz, the PooPaint paper was installed in the kids’ bathroom at one of the biggest family-visited shopping malls in Tokyo. This gave an “anonymous” opportunity for kids and parents to experience the paper—with no brand claiming responsibility.

List the results (30% of vote)

PooPaint became the perfect communication device and aid to their potty-training development. Bringing fun to this typically serious developmental period ended up shortening the time to potty-training mastery while also helping the previously challenged parents who could see the lighter side. Of those kindergarten parents surveyed, 95% said PooPaint eased the burden and stress of potty training tremendously. PooPaint gained global media attention after a feature on Yahoo! Japan. Picked up by culture site 9GAG, it went on to achieve 740 million global impressions and US$2,000,000 in earned media through TV and radio programs in Japan, Australia and in North America. Parents showed their support and delight through many Instagram posts showing their happy kids.

Links
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