Kepco Design & Branding SWITCHEES: SAVE ELECTRICITY TO SAVE JAPAN! by Dentsu Kansai

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SWITCHEES: SAVE ELECTRICITY TO SAVE JAPAN!

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Industry Energy & Water Utilities
Media Design & Branding
Market Japan
Agency Dentsu Kansai
Art Director Kana Nakao
Copywriter Aiko Ishimoto, Ryo Makishima
Designer Ryoichi Karasuno, Saori Kawakami
Released December 2011

Credits & Description

Category: Promotional Item Design
Advertiser: KANSAI ELECTRIC POWER
Product/Service: KANSAI ELECTRIC POWER
Agency: DENTSU KANSAI
Agency: DENTSU CREATIVE X KANSAI
Art Director: Kana Nakao (Dentsu Kansai)
Copywriter: Ryo Makishima (Dentsu Kansai)
Copywriter: Aiko Ishimoto (Dentsu Kansai)
Designer: Ryoichi Karasuno (Dentsu Creative X)
Designer: Saori Kawakami (Dentsu Creative X)
Account Manager: Yasuo Goto (Dentsu Kansai)
Senior Creative Director: Tatsuya Tsujinaka (Dentsu Kansai)
Media placement: Sticker - Distribution To Elementary School - 20th December 2011
Media placement: Sticker - Giveaway Promotion From The Website - 20th December 2011

Describe the brief from the client
The catastrophic earthquake and tsunami that struck Japan on March 11, 2011, forced down all of the country’s nuclear power stations. “Saving electricity” suddenly became a major issue in the country. However, despite the Japanese people’s intentions to save electricity, in truth, most actually didn’t. Therefore, it was essential to get Japanese people more involved in saving electricity.

Describe the challenges and key objectives
The goal of this campaign was to get people to proactively save electricity by making electricity saving more fun, and by doing so, avoid any unwanted blackouts and power shortages.

Describe how you arrived at the final design
Our insight for the solution was that people tend to become more involved through real-life communication rather through mass media.
We created stickers that perfectly fit the light switches of every home, and glowed in the dark when the lights were switched off. They brought more fun to the once mundane and bothersome task of saving electricity.

Give some indication of how successful the outcome was in the market
The characters have exploded in popularity especially among children thus, many children are now proactively saving electricity. They have also been adopted as the official characters for the city of Osaka, Japan’s second largest city, and are used for its 1.2m households.
As a result, Osaka was able to cut power consumption by 8.4% down from the previous year. This reduction rate is 3.5 times more than those of areas that didn’t use the stickers.