Title | 30SOAP |
Brand | DREAMS INC. |
Product / Service | SOAP |
Category | A02. Healthcare |
Entrant | TBWA\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 |
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) |
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.
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.
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.
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.
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.
・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.
Website URL | Website URL | Video URL