Jspca DM, Case study RELIEF PET HOUSE by Hakuhodo Tokyo

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Industry Pet Food, Pet Care Products & Services, Environmental & Animal Issues
Media Direct marketing, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Yuki Saito
Art Director Katsuhiko Suzuki
Copywriter Keiichi Sasaki
Designer Ami Nakaya, Hiroki Tatebayashi
Released December 2011


Cannes Lions 2012
Direct Lions Dimensional Mailing Silver
Direct Lions Charities Bronze

Credits & Description

Category: Best Localised Campaign
Product/Service: RELIEF PET HOUSE
Exective Creative Director: Tomoshi Saida (Hakuhodo)
Art Director: Katsuhiko Suzuki (Hakuhodo)
Copywriter: Keiichi Sasaki (Hakuhodo)
Designer: Ami Nakaya (Hakuhodo)
Account Director: Takayoshi Hase (Hakuhodo)
Agency Producer/Producer: Hirofumi Nobuta (Hakuhodo Product's)
Director: Yuki Saito (Freelance)
Production Manager: Yasuhiro Motobe (Hakuhodo Product's)
Offline Editor: Tatsuro Warikata (Hakuhodo Product's)
Photographic Producer: Hisako Sudo (Hakuhodo Product's)
Cinematographer: Takahiro Kojima (Hakuhodo Product's)
Cinematographer: Kohei Suzuki (Hakuhodo Product's)
Post-Production Superviser: Shinya Imoto (Red Hill)
Online Editor: Ryusuke Fukushima (Red Hill)
Sound Mixer: Takanobu Sekiya (Red Hill)
Music Composer: Hirotaka Matsuoka (P-Camp)
Printing Director: Hideo Furuya (Style Printing)
Designer: Hiroki Tatebayashi (Twins Co.)
Planner: Daisuke Yosumi (Lake Edge Nomad Inc.)
Exective Manager: Fumiaki Sendai (Hakuhodo)
Media placement: TV Broadcast - NHK - 15 November 2011
Media placement: Newspaper - Mainichi Newspaper - 17 December 2011
Media placement: The Biggest Dog Show In Japan - Shippo Festa - 23 December 2011
Insights, Strategy & the Idea
In 2011, an unparalleled earthquake struck Japan. The Animal Relief Headquarters are saving animals in disaster stricken regions. To immediately provide displaced animals with a safe haven.
The target audience:
Pets had lost their owners and private space.
The Unique insight:
The Animal Relief Headquarters struggle with animals remaining in crisis due to humans retaining priority in rescue. We only can send necessities like foods because afflicted areas were in chaos.
How was it relevant to both the client and the target audience?
Client, the Animal Relief Headquarters send the 'Relief Pet House' to pets in disaster stricken regions.
Creative Execution
The cardboard boxes themselves became media. Reuse cardboard boxes, which contained relief goods, as temporary pet houses. By slightly changing the way they are cut, boxes could be used for shipping and as pet shelter. They previously disposed after use were reused to relieve pets’ stress and make refugees and pets could live together.
Results and Effectiveness
The Relief Pet House, cute but functional, was spread and made network much more than we expected. It became a hot topic in Newspaper, TV and SNS. The Animal Relief Headquarters got offers from 72 shelters to use it for 3,000 pets. 88 companies, NGOs and universities collaborated with us.
February 2012. Fukushima animal shelter closed down. Services no longer needed. All 329 pets it housed found new homes.
The Pet House not only played a role in the shipping of relief goods and reduction of waste. It also gives peace of mind to people who love their pets.