JAPANESE MINISTRY OF THE ENVIRONMENT Design & Branding 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 Design & Branding
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 March 2010

Credits & Description

Category: Public Spaces
Advertiser: JAPANESE MINISTRY OF THE ENVIRONMENT
Product/Service: MINISTRY OF THE ENVIRONMENT
Agency: DENTSU
Date of First Appearance: Mar 1 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.cop10-origami.com/en
Executive Creative Director: Ryo Honda (DENTSU INC.)
Creative Director&Art Director: Takashi Fukui (DENTSU INC.)
Copywriter: Koji Kagoshima (DENTSU INC.)
Copywriter: Hiroko Yamamoto (DENTSU INC.)
Art Director: Tomonori Saito (DENTSU INC.)
Agency Producer: Tetsuya Hayashi (DENTSU INC.)
Agency Producer: Gon Matsunaka (DENTSU INC.)
Creative Producer: Mitsuyo Hanashima (DENTSU INC.)
Deputy Director: Hiroyuki Watanabe (DENTSU INC.)
Planning Director: Hisashi Yoshii (DENTSU INC.)
Supervisor: Yoji Yokoyama (DENTSU INC.)
Associate Supervisor: Takeshi Okamoto (DENTSU INC.)
Associate Supervisor: Norihisa Takeichi (DENTSU INC.)
Staff Member: Takeshi Araki (DENTSU INC.)
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: TV - 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 - Capsule Burial Events At Nagoya Higashiyama Zoo And Botanical Gardens, Nagoya - 12 December 2010

Describe the brief from the client
The awareness and understanding of biodiversity among Japanese people were quite low and threatened the success of the COP10 conference to be 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.

Describe the challenges and key objectives
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. 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.

Describe how you arrived at the final design
Origami paper-folding is an activity that everybody can take part in, from young children to the elderly. Therefore, we created a mechanism that used origami as the vehicle. Members of the general public, rather than professional artists, were invited to make origami pieces. This allowed the movement to spread easily and spontaneously.

Give some indication of how successful the outcome was in the market
A wave of origami developed and spread among people. Origami events were held by volunteers and media coverage soared, creating a big buzz for COP10. Origami figures appeared in hotels, taxis and everywhere else in Nagoya. The convention venue was decorated with origami figures, which created an 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.