STARS IN DEVELOPMENT by Dentsu Inc. Tokyo for SHAPLA NEER

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STARS IN DEVELOPMENT

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Takashi Fukui
Art Director Tomonori Saito
Copywriter Koji Kagoshima, Tomoyuki Torisu Dentsu Inc.
Designer Mitsuru Imura, Keiko Ogawa
Released July 2010

Credits & Description

Category: Posters
Advertiser: SHAPLA NEER
Product/Service: NGO
Agency: DENTSU
Date of First Appearance: Jul 20 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.wowow.co.jp/documentary/nonfictionw/story0809.html
Copywriter: Koji Kagoshima (Dentsu)
Creative Director: Takashi Fukui (Dentsu)
Art Director: Tomonori Saito (Dentsu)
Copywriter: Tomoyuki Torisu (Dentsu)
Designer: Mitsuru Imura (Dish)
Designer: Keiko Ogawa (Dish)
MA Student: Patrick Mason (Tokyo University of Foreign Studies)
Media placement: Temporary Exhibition - World Bank Exhibition Hall - 20 July 2010-23 July 2010
Media placement: Temporary Exhibition - University - 28 July 2010-31Augst2010
Media placement: Temporary Exhibition - Hotel - 24 July 2010
Media placement: Temporary Exhibition - Event Hall - 15August 2010
Media placement: Documentary TV Program - TV - 9August 2010, 14August 2010
Media placement: Documentary TV Program - TV - 3March 2011

Describe the brief from the client
Shapla Neer is an international organisation that supports socio-economically underprivileged people. Our task was to create advertising that solicits the kind of support that would empower them so they can stand independently.

Describe the challenges and key objectives
Public service advertising to solicit international support tends to focus on starvation and poverty to win people’s sympathy or pity. But this only promotes to establish a mechanism of the privileged helping the underprivileged, and may never lead to their true independence. Our aim was to encourage our audience to be proactive for international support by informing them that the underprivileged people are equal partners to the people of the supporting countries.

Describe how you arrived at the final design
In order to change the conventional image of poverty as meaning people had no skills, we chose to symbolically present underprivileged people as equal partners with special skills, who are capable of serving others. We created cards like the baseball trading cards, and on each card featured an individual as a hero. 112 different cards were produced with their proud pictures on the front and explanations of their specific skills on the back. These cards were placed on a poster in a way that each card can be removed to study closely both the front and the back.

Give some indication of how successful the outcome was in the market
We succeeded in arriving at a positive approach as an alternative to the conventional, stereotypical public service advertising intended to evoke pity or sympathy. Our proactive execution was very highly evaluated by Dr. Kenji Isezaki of Tokyo University of Foreign Studies, a leading expert on the subject of international conflict resolution. Exhibitions were held at schools and galleries in Tokyo and enlightened a great number of visitors. The making of this poster was made into a TV documentary program, and succeeded in educating a great deal more people.