McDonald's Design & Branding HAPPY ORIGAMI CRANE PROJECT by Beacon Communications Tokyo

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Industry Fast food, Charities, Foundations, Volunteers
Media Design & Branding
Market Japan
Agency Beacon Communications Tokyo
Associate Creative Director Tomokatsu Takayama
Account Supervisor Ko Yamura
Strategic Planner Takuro Amada
Released February 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: McDONALD'S JAPAN
Date of First Appearance: Feb 20 2010 12:00AM
Associate Creative Director: Tomokatsu Takayama (beacon communications k.k.)
Senior Art Director: Tomosuke Furukawa (beacon communications k.k.)
Junior Copywriter: Masayuki Tanaka (beacon communications k.k.)
Group Account Director: Mark Blears (beacon communications k.k.)
Account Supervisor: Ko Yamura (beacon communications k.k.)
Account Executive: Hiroko Yamaura (beacon communications k.k.)
Planning Director: Hiroko Matsuo (beacon communications k.k.)
Strategic Planner: Takuro Amada (beacon communications k.k.)
Media placement: Giant Artwork Crane - Ronald McDonald's House - 20 February 2010 on

Describe the challenges and key objectives
With limited budget and the fact that charity is not deeply rooted in Japanese culture, our challenge was how to move people to action. 'Origami cranes'- the traditional symbol for 'healing' in Japan- were used as the medium for parents and children to express their heart felt support.

Describe the brief from the client
'Ronald McDonald House' is a facility near hospitals where children with intractable diseases can stay with their families. The campaign objective was to increase its awareness and raise more funds.

Describe how you arrived at the final design
This huge piece of artwork, depicting a flying out of Ronald McDonald’s hands is in fact made from tens of thousands of smaller 'origami cranes'. We asked parents and children to fold an origami crane to show their heart-felt support for children less fortunate than themselves. This giant piece of artwork was made by children using the individual cranes collected during the campaign. First, our art director prepared a huge 9m x 6m design drawing. Then children pasted cranes, made from eight different colors of origami paper, onto it. Even the part looks like single colored from a distance, is a combination of various colors. And on the wing of each crane, are the heart-felt messages of support for everyone to see.

Give some indication of how successful the outcome was in the market
As a result of the campaign, donations for Ronald McDonald House, a facility built near hospitals where children with intractable diseases can stay with their families, soared by 82.9%.