Salvation Army Design & Branding A COIN CAN HELP THE HOMELESS by I&S BBDO Tokyo

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A COIN CAN HELP THE HOMELESS

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Japan
Agency I&S BBDO Tokyo
Executive Creative Director Yoshihisa Ogata
Art Director Takuya Miyamoto
Copywriter Hiroyuki Jeff Kido
Producer Hiroki Goto
Photographer Makoto Horiuchi
Released March 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: THE SALVATION ARYM JAPAN THQ
Product/Service: DONATION CAMPAIGN FOR THE HOMELESS
Agency: I&S BBDO
Date of First Appearance: Mar 1 2011
Entrant Company: I&S BBDO, Tokyo, JAPAN
Executive Creative Director: Yoshihisa Ogata (I&S BBDO Inc.)
Creative Director: Hiroyuki Jeff Kido (independent tokyo ,inc.)
Copywriter: Hiroyuki Jeff Kido (independent tokyo ,inc.)
Art Director: Takuya Miyamoto (I&S BBDO Inc.)
Producer: Hiroki Goto (amanainteractive ,inc.)
Photographer: Makoto Horiuchi (Spoon inc.)
Associate Producer: Kenta Takagi (I&S BBDO Inc.)
: (2010)
Media placement: DM Campaign - 3 Series - DM - 1 March 2011

Describe the brief from the client
The campaign goal was to increase donations despite the difficult circumstances – many people’s indifference to homeless outreach programs in Japan, on top of the worst recession in a century.

Describe the challenges and key objectives
Our solution was to use the scratch-off printing for a DM card, as scratch-off is used extensively in Japan, e.g. lottery, game and coupon. The card features improved clothing, food and housing for the homeless with a call-to-action hidden underneath, reminding the audience of the homeless issues in Japan and encouraging donations.

Describe how you arrived at the final design
Our solution was to use the scratch-off printing for a DM card, as scratch-off is used extensively in Japan, e.g. lottery, game and coupon. The card features improved clothing, food and housing for the homeless with a call-to-action hidden underneath, reminding the audience of the homeless issues in Japan and encouraging donations.

Give some indication of how successful the outcome was in the market
The innovative approach stirred many people’s emotions, which led to the donations far-exceeding the amount from the previous year.