Hakuhodo & Dentsu Design & Branding SECOND AID by Hakuhodo Kettle Tokyo


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Japan
Agency Hakuhodo Kettle Tokyo
Executive Creative Director Kentaro Kimura, Mr.yukio Nakayama
Art Director Noe Wakata
Copywriter Makoto Takahashi, Takeshi Ogasahara
Released November 2011

Credits & Description

Category: Charities & Not For Profit
Product/Service: SECOND AID
Executive Creative Director: Yukio Nakayama (Dentsu)
Executive Creative Director: Kentaro Kimura (Hakuhodo Kettle)
Art Director: Noe Wakata (Dentsu)
Planner: Tomoko Matsumoto (Dentsu)
Copywriter: Makoto Takahashi (Hakuhodo)
Copywriter: Takeshi Ogasahara (Hakuhodo)
Agency Producer: Yukinori Sasaki (Dentsu)
Agency Producer: Matsuhiko Ozawa (Hakuhodo)
Agency Producer: Yukiko Ohno (Hakuhodo)
Agency Producer: Koichi Seki (Dentsu)
Agency Producer: Kunio Eto (Hakuhodo)
Media placement: Playing Cards - Ad Asia 2011 - 1 November 2011
Media placement: Number Place (Sudoku) Puzzle Cards - Ad Asia 2011 - 2 November 2011

Describe the brief from the client
After the March earthquake and tsunami, companies and individuals in Japan undertook numerous ‘actions for reconstruction’. There was much that communications could do for people affected by the disaster.
No one knows when or where a similar disaster might happen next.
We saw passing on knowledge, of the ways communication can be utilised in times of disaster, as a mission of advertising agencies of disaster-ravaged Japan.
This is how 2 rival Japanese agencies came together to start a joint project.

Describe the challenges and key objectives
After the earthquake and tsunami, saving lives, first aid, was the top priority. Information, encouragement, volunteers, donations and other communication-related activities were needed soon after. We called these ‘Second Aid’.
We created decks of playing cards and Number Place cards displaying 52 such actions and activities.
We thought that card games were the best tool for teaching disaster preparedness in a fun format; after all, who would throw away cards?

Describe how you arrived at the final design
We collected some 60 examples of communication-related relief activities. We knew if we made a an activities booklet, it would soon be thrown away.
What could we do to make sure people hung onto this precious knowledge until disaster struck, rather than disposing of it?
We learned that following food and daily necessities, the most sought-after items at evacuation shelters were amusements like card games and puzzles. Therefore, we selected 52 activities and actions that came about after the disaster and turned them into decks of 52 playing cards and Number Place puzzles

Give some indication of how successful the outcome was in the market
We distributed the 2 card games to 1,500 top executives of major Asian ad agencies, media companies, production houses and clients. This enabled us to give around 900 major communication companies in Asia Second Aid they can use in case of disaster.
The joint release of the cards by our 2 agencies made our message so much more impactful to the executives in other major communication companies.