30SOAP

Title30SOAP
BrandDREAMS INC.
Product / ServiceSOAP
CategoryA02. Healthcare
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
PR INITIAL Tokyo, JAPAN
Production HAKUHODO PRODUCTS Tokyo, JAPAN
Production 2 AOI PRO. INC. Akasaka, Tokyo, JAPAN
Production 3 CAVIAR Tokyo, JAPAN
Production 4 JITTO INC. Tokyo, JAPAN
Production 5 MELODY PUNCH Tokyo, JAPAN
Post Production NOMAD TOKYO, LLC, JAPAN
Post Production 2 STUDIO INTERFIELD CORPORATION Tokyo, JAPAN
Post Production 3 AUDIOFORCE Tokyo, JAPAN
Post Production 4 DADAB. Tokyo, JAPAN
Post Production 5 GZ TOKYO Minato-ku, Tokyo-to, JAPAN
Additional Company L MANAGEMENT Tokyo, JAPAN
Additional Company 2 TOKUSHU Tokyo, JAPAN
Additional Company 3 CRANK Tokyo, JAPAN

Credits

Name Company Position
Kazoo Sato TBWA\HAKUHODO Inc. Chief Creative Officer
Yuhei Ito TBWA\HAKUHODO Inc. Creative Director
Shohei Ooishi TBWA\HAKUHODO Inc. Copywriter
Ruka Mochizuki TBWA\HAKUHODO Inc. Copywriter
Takao Mizumoto TBWA\HAKUHODO Inc. Art Director
Aya Naito TBWA\HAKUHODO Inc. Art Director
Nagisa Toya TBWA\HAKUHODO Inc. Character Designer
Tsutomu Hirakue TBWA\HAKUHODO Inc. Directot of production
Wataru Ito TBWA\HAKUHODO Inc. Producer
Kyosuke Hashimoto TBWA\HAKUHODO Inc. PR Planner
Jonathan Genki Fujimura TBWA\HAKUHODO Inc. Copywriter
Yuriko Miyata INITIAL PR Planner
Keisuke Sato INITIAL PR Planner
Nahoko Shimizu INITIAL PR Planner
Ryoko Ogawa INITIAL PR Planner
Ryusei Ueda INITIAL PR Planner
Keisuke Mizusako AOI Pro. Executive Producer (Music movie)
Rikiya Saito AOI Pro. Producer(Music movie)
Ryosuke Yabe AOI Pro. Production Manager(Music movie)
Takumi Shiga CAVIAR Director(Music movie)
Masanobu Hiraoka CAVIAR Animator(Music movie)
Takeshi Yoong jitto inc. CG Director(Music movie)
Koudai Takiguchi jitto inc. CG Designer(Music movie)
Qishu Zhu jitto inc. CG Designer(Music movie)
Nuttanit Thiantanukij jitto inc. CG Designer(Music movie)
Tomomi Yoshida jitto inc. CG Designer(Music movie)
Tokihiko Tsukamoto jitto inc. CG Producer(Music movie)
Kentaro Kawamoto jitto inc. Online Editor(Music movie)
Kotaro Maruhashi MELODYPUNCH Music Producer(Music movie)
Yuuki Ono Freelance Music Composer(Music movie)
Yuuji Sakuma Freelance Mixing Engineer(Music movie)
Yutaka Sato TBWA\HAKUHODO Inc. Producer(Product movie)
Shinri Abe TBWA\HAKUHODO Inc. Director(Product movie)
Kiyotaka Sumiyoshi TBWA\HAKUHODO Inc. Motion-graphic Designer(Product movie)
Toshiaki Kitaoka L MANAGEMENT Cameraman(Product movie)
Ken Ymamura Tokushu Camera assistant(Product movie)
Aika Hagihara CRANK Camera assistant(Product movie)
Naoto Kawatake free-lance Camera assistant(Product movie)
Masato Midorikawa Nomad Tokyo Producer(Product movie)
Shunsuke Osada Nomad Tokyo Producer(Product movie)
Shunsuke Osada Nomad Tokyo Producer(Product movie)
Ayumu Yokoi Nomad Tokyo Online Editor(Product movie)
James Clayton Daniels Nomad Tokyo Colorlist(Product movie)
Takeshi Kino Studio Interfield Corporation mixer(Product movie)
Wataru Saito Studio Interfield Corporation mixer assistant(Product movie)
Erik Reiff AudioForce Music director(Product movie)
Kenny Dallas AudioForce Producer(Product movie)
Miho Nozawa HAKUHODO PRODUCTS Web Director
Yuki Nozue HAKUHODO PRODUCTS Web Designer
Yuki Nozue HAKUHODO PRODUCTS Web Designer
Hiroyuki Fuji HAKUHODO PRODUCTS Web Producer
Hiroyuki Fuji HAKUHODO PRODUCTS Web Producer
Chinami Kinoshita HAKUHODO PRODUCTS Front-end Engineer
Chinami Kinoshita HAKUHODO PRODUCTS Front-end Engineer
Kosuke Kitada TBWA\HAKUHODO Inc. Director (interview Movie)
Yuki Nakazato HAKUHODO PRODUCTS Retoucher
Nobuo Mita TBWA\HAKUHODO Inc. Editor(case film)
Ryosuke Murakami dadab Editor(case film)
Yoshitaka Shibayama GZ TOKYO Editor(case film)

Why is this work relevant for Direct?

Before the launch of "30sOAP", 80% of children were not washing their hands properly, despite suggestions of the possibility of a third wave and the "twindemic" but after the launch of 30sOAP, the idea of 30-second hand washing quickly spread throughout Japan.We actively promoted the 30-second hand washing through various events and using the original song. 9 out of 10 kids who washed their hands for 30 seconds responded they had fun washing their hands, influencing positive behavior change in children.

Background

In 2020, with the spread of the coronavirus, hand washing became more important than ever before. However, kids really don't like washing their hands. In fact, the recommended time to kill viruses is 30 seconds, but the average time for children is said to be 15.3 seconds. Even at the peak of the virus spreading, it was found that 80% of children were not washing their hands properly. In light of the fact that 60% of the 300 parents with children in the study were having a hard time getting their children to wash their hands, we made a proposal in search of a partner with whom we could find a solution. Without a budget, we took on a big challenge of changing the attitude of children towards hand washing.

Describe the creative idea (30% of vote)

We invented 30sOAP, the world's smallest soap that can be used up in "30 seconds", which is the global standard for hygienic hand washing. The designs were made based off of six dangerous viruses: the corona virus, influenza, ebola, SARS, adeno, and noro virus. This soap turned the viruses into an enemy they can defeat. and changed hand washing into a game like experience for kids to enjoy.

Describe the strategy (20% of vote)

300 parents with children were surveyed and found that 98% of the parents were aware of the importance of hand washing for their children, but about 60% had difficulty getting their children to wash their hands. The biggest reason for this was that viruses are invisible to the eye. Since children rely on "what they see" when acknowledging a piece of information, we thought that visualizing the virus would be an effective way to convey the significance of hand washing.

Describe the execution (20% of vote)

Production began immediately after the outbreak of the coronavirus, and we launched 30sOAP at a time when the possibility of a third wave or twindemic was being speculated. The soap was sold in more than 1,000 stores throughout Japan, at kiosks near public parks, and even online so that people could purchase it from home. In order to raise awareness about 30-second hand washing we also: ・Launched a 30-second hand-washing music video to help kids understand the weaknesses and characteristics of viruses. ・Hosted events where participants can learn about and experience 30-second hand washing. ・Real-time promotion of hand washing through social media. ・Hand-washing awareness video by Tei, a Nursery teacher Youtuber.

List the results (30% of vote)

・Bronze award at Cannes Lions. ・130,000 boxes sold. ・2.1+ Billion Reach ・Featured by over 400 media ・Sold in 1,000+ stores across Japan ・No. 2 in Rakuten's online soap category (No. 2 in e-commerce soap ranking) ・Instantly sold out on Amazon.com ・9 out of 10 kids responded they "enjoyed hand washing", successfully seeing a change in behavior.

Links

Website URL   |   Website URL   |   Video URL