Mitsui & Co. Design & Branding THE SUBWAY FOREST by Dentsu Inc. Tokyo

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Industry Environmental & Animal Issues
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Ryo Honda
Creative Director Takashi Fukui
Art Director Akira Shikiya
Copywriter Kouji Kagoshima
Designer Hiroki Yamamoto, Tetsuya Hayashida
Released October 2011

Credits & Description

Category: Posters
Advertiser: MITSUI
Product/Service: MITSUI'S FORESTS
Agency: DENTSU
Executive Creative Director: Ryo Honda (Ryo Honda Office)
Creative Director: Takashi Fukui (Dentsu)
Copywriter: Kouji Kagoshima (Dentsu)
Art Director: Akira Shikiya (Dentsu)
Agency Producer: Motoo Shibata (Dentsu)
Agency Producer: Takuya Yagi (Dentsu)
Project Producer: Yoji Yokoyama (Dentsu)
Planner: Yoko Yoshizawa (Dentsu)
Creative Producer: Mitsuyo Hanashima (Dentsu)
Designer: Tetsuya Hayashida (Taki Corporation)
Designer: Hiroki Yamamoto (Taki Corporation)
Prodution Producer: Takayuki Ichikawa (Taki Corporation)
Media placement: Transportation - Underground Passage Of The Station - 24 OCT 2011

Describe the brief from the client
Mitsui, which owns and manages 74 forests within Japan accounting for 0.1% of Japan's territory, wanted to promote the importance of the use of thinned wood and stimulate interest in forests along with promoting the International Year of the Forest 2011.

Describe the challenges and key objectives
To protect the forest and living creatures, tree thinning is unavoidable. To prompt the tree thinning, increasing consumption is necessary. We wanted to appeal the usage of thinned wood and raise the interests in forests and living creatures.
We created wooden figures of endangered species using the thinned wood from Mitsui's forest and gave them to business people. Our aim was that those who got the figures would see, feel and enjoy the fragrance of the wood, either at the office or at home. And at the same time, feel the living creatures, thinned woods, and forest all familiar to themselves.

Describe how you arrived at the final design
To symbolise that life is created in forests, laser cut-outs of endangered animal figures were produced from thinned wood from Mitsui's forests.
The animal figures were designed so people looking at them could picture them living in the forest, feel the warmth of natural wood and feel at peace by smelling the fragrance of cypress. In other words, they would appeal to people's senses of sight, touch and smell. On the back of the figures are engraved the Mitsui company logo and the message “Made from thinned wood from Mitsui's forests”. Thus, they also serve publicity and branding purposes.

Give some indication of how successful the outcome was in the market
Pasted 4000 wooden figures on the walls of the underground passage so commuters would be able to take them off and back to their offices or homes. The wooden figures ran out of stock instantly before the rush hour ended.
It was featured in the newspaper and also spread through blogs. These figures were subsequently given as presents through newspaper advertisement, CSR Forest Environmental Program, delivering environmental lessons to elementary schools and they became a very important and symbolic item.