JAPANESE MINISTRY OF THE ENVIRONMENT Case study MESSAGES FROM ORIGAMI PLANTS AND ANIMALS by Dentsu Inc. Tokyo

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MESSAGES FROM ORIGAMI PLANTS AND ANIMALS

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Industry Environmental & Animal Issues
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Hitoshi Tanaka
Art Director Tomonori Saito
Copywriter Koji Kagoshima, Hiroko Yamamoto
Designer Tetsuya Hayashida
Producer Takayuki Ichikawa, Naho Oyama
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: JAPANESE MINISTRY OF THE ENVIRONMENT
Product/Service: ENVIRONMENTAL CAMPAIGN
Agency: DENTSU
Date of First Appearance: Mar 1 2010
Entry URL: http://www.cop10-origami.com/en
Executive Creative Director: Ryo Honda (Dentsu)
Creative Director/Art Director: Takashi Fukui (Dentsu)
Copywriter: Koji Kagoshima (Dentsu)
Copywriter: Hiroko Yamamoto (Dentsu)
Art Director: Tomonori Saito (Dentsu)
Agency Producer: Tetsuya Hayashi (Dentsu)
Agency Producer: Gon Matsunaka (Dentsu)
Creative Producer: Mitsuyo Hanashima (Dentsu)
Deputy Director: Hiroyuki Watanabe (Dentsu)
Planning Director: Hisashi Yoshii (Dentsu)
Supervisor: Yoji Yokoyama (Dentsu)
Associate Supervisor: Takeshi Okamoto (Dentsu)
Associate Supervisor: Norihisa Takeichi (Dentsu)
Staff Member: Takeshi Araki (Dentsu)
Director: Hitoshi Tanaka (BB media)
Film Producer: Takao Oyama (BB media)
Logotype Designer: Shintaro Nakamura (TAKI CORPORATION)
Designer: Tetsuya Hayashida (TAKI CORPORATION)
Producer: Takayuki Ichikawa (TAKI CORPORATION)
Producer: Naho Oyama (TAKI CORPORATION)
Media placement: Campaign Event - International Year Of Biodiversity Event - 29 April 2010
Media placement: Campaign Event - First “Origami Workshop.” Later, The Workshop Was Held Monthly At Various Locati - 1 June 2010
Media placement: Campaign Event - International Youth Conference - 23-6 August 2010
Media placement: Campaign Event - Coverage On NHK News Program - 9:30-11:00am) 21 August 2010
Media placement: Mook (Book/magazine) - Published By Shogakkan Goes On Sale At Book Stores Across Japan - 8 October 2010
Media placement: Newspaper - Nikkei Newspaper - 14-8 October 2010
Media placement: Campaign Event - COP10 Held At Nagoya Congress Center - 18-28 October 2010
Media placement: Air Plane - Eco Jet Launched On JAL International Flights - 22 October 2010
Media placement: Campaign Event - Time Capsule Burial Events At Nagoya Higashiyama Zoo And Botanical Gardens, Nago - 12 December 2010

Describe the campaign/entry
The awareness and understanding of biodiversity among Japanese people was quite low and threatened the success of the COP10 conference being held in Nagoya. By raising awareness and promoting understanding of biodiversity, we would be able to build excitement among Japanese people, which would lead to a successful COP10.
We developed a COP10 logo and slogan using origami to symbolize biological diversity. Origami is a traditional Japanese folk art in which animals, plants and other forms can be made by folding pieces of paper. Origami is a creative process that anybody can enjoy, so through paper-folding we aimed to communicate to the world a message that the host country Japan would stand behind the conservation of biodiversity.

Describe how the campaign/entry was launched across each channel in the order of implementation
We developed a COP10 logo and slogan using origami to symbolize biological diversity.
The idea of using origami worked as a device to connect businesses, media, NPO and all other stakeholders and effectively built interest in biodiversity as well as in COP10.
Origami events were held by volunteers and media coverage soared, creating a big buzz for COP10. Origami figures appeared in hotels, taxis and many other places in Nagoya. The convention venue was decorated with origami figures, which created excitement among the participants and helped bring them together for the good of all living things. This led to the success of COP10 with the adoption of the Nagoya Protocol and Aichi Target.

Give some idea of how successful this campaign/entry was with both client and consumer
Media coverage: 3,206 (2008) to 13,035 (2010).
Around a 4-fold increase.
Visitors to Conference (Main Conference): 7,000 (2008, COP9) to 13,000 (2010, COP10). Up 86%.
Total Number of Visitors: Approx. 60,000 (2008, COP9) to 118,649 (2010, COP10). Nearly doubled.
By creating a mechanism under which authorities, businesses and NGO/NPO cooperated for the common good of humanity to deliver information to consumers, we succeeded in creating a national movement. An advertising agency was able to play a part in helping to resolve an international issue.