LOVE CAKE PROJECT by Dentsu Inc. Tokyo for World Vision

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LOVE CAKE PROJECT

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Motomu Ishida, Takashi Fukui
Art Director Noriko Okamoto
Copywriter Yoko Okazaki, Marie Ono
Designer Yuki Takahashi, Mayuko Hori
Producer Koyo Tomita, Yuichi Otsuka
Released November 2009

Credits & Description

Category: Food Products
Advertiser: WORLD VISION JAPAN
Product/Service: WORLD VISION JAPAN
Agency: DENTSU
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.worldvision.jp/involve/lovecake.html
Creative Director: MOTOMU ISHIDA (DENTSU INC.)
Copywriter: YOKO OKAZAKI (DENTSU INC.)
Art Director: NORIKO OKAMOTO (DENTSU INC.)
Creative Producer: MICHIKO ISHIHARA (DENTSU INC.)
Creative Director: TAKASHI FUKUI (DENTSU INC.)
Copywriter: MARIE ONO (DENTSU INC.)
Media Planner: YUJI KIMURA (DENTSU INC.)
Coordinator: KOHEI NAKAMIYA (SHIBATA SHOTEN)
Producer: KOYO TOMITA (DENTSU INC.)
Producer: YUICHI OTSUKA (DENTSU INC.)
Public Relations Planner: TADASHI INOKUCHI (DENTSU Public Relations INC.)
Public Relations Planner: AKIKO SUGIYAMA (DENTSU Public Relations INC.)
Public Relations Planner: HIDEHITO IWAI (DENTSU Public Relations INC.)
Public Relations Planner: NORIKO ARAKAWA (DENTSU Public Relations INC.)
Designer: MAYUKO HORI (TAKI CORPORATION)
Designer: YUKI TAKAHASHI (TAKI CORPORATION)
Print: HIROYUKI TANAKA (SEIBIDO)
Media placement: cakes - confectionery shops - 20 Nov 2009 - 25 Dec 2009

Describe the challenges and key objectives
In Japan, Christmas is a time spent with family or other special people sharing Christmas cake. Seven popular confectioners cooperated and made their own original limited versions of a 'Christmas cake with a piece missing.' These were sold at the same price as a whole cake, and the share for the missing piece went toward children’s food support programs in developing nations.

Describe the brief from the client
World Vision Japan (WVJ) is an international NGO that helps support children in developing nations. WVJ needed to: - Lower mental hurdles to making social contributions among the general public. - Make them aware of the meaning of social contributions. There have been many charity campaigns before. But the mental hurdles to participate may have been too high.

Describe how you arrived at the final design
A Christmas cake with a piece missing. - It is a Christmas Cake Shared with Children in Developing Nations. - A cake that allows you to support needy children and lets you see how you are contributing.

Give some indication of how successful the outcome was in the market
-Media value of $3 million (about 100 times the budget). -410 million media impressions. -Over 165 media exposures. -Over 5000 people signed up for 'Child Sponsorship' (in the few weeks of the project) -All limited cakes were sold out. About $1000 in donations. -We succeeded in communicating the meaning of contributions in a simple manner through the cake visual. -We were able to make the act of social contribution a familiar one and thus lowered mental hurdles.