RELIEF PET HOUSE [image] by Hakuhodo Tokyo for Jspca

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RELIEF PET HOUSE [image]

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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 June 2012

Awards

Cannes Lions 2012
Direct Lions Dimensional Mailing Silver
Direct Lions Charities Bronze
Design Lions Sustainable Packaging Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Dimensional Mailing
Advertiser: ANIMAL RELIEF HEADQUATERS
Product/Service: RELIEF PET HOUSE
Agency: HAKUHODO PRODUCT'S Tokyo, JAPAN
Advertiser ANIMAL RELIEF HEADQUATERS
Product RELIEF PET HOUSE
Entrant HAKUHODO PRODUCT'S Tokyo, JAPAN
Type of Entry: Use of Direct Marketing
Category: Dimensional Mailing
Title: RELIEF PET HOUSE
Advertiser/Client: ANIMAL RELIEF HEADQUATERS
Product/Service: RELIEF PET HOUSE
Entrant Company: HAKUHODO PRODUCT'S Tokyo, JAPAN
DM/Advertising Agency: HAKUHODO PRODUCT'S Tokyo, JAPAN
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 Products)
Director: Yuki Saito (Freelance)
Production Manager: Yasuhiro Motobe (Hakuhodo Products)
Offline Editor: Tatsuro Warikata (Hakuhodo Products)
Photographic Producer: Hisako Sudo (Hakuhodo Products)
Cinematographer: Takahiro Kojima (Hakuhodo Products)
Cinematographer: Kohei Suzuki (Hakuhodo Products)
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 Nomado)
Exective Manager: Fumiaki Sendai (Hakuhodo)
Describe the brief from the client
Brief:
In 2011, an unparalleled earthquake struck Japan. The Animal Relief Headquarters struggled with animals remaining in crisis due to humans retaining priority in rescue. Pets had lost their owners and private space.
Objective:
To immediately provide displaced animals with a safe haven.
The target audience:
Pets that had lost their owners and private space.
Strategy:
‘Direct mail from human to pet’: reuse cardboard boxes, which contained relief goods, as temporary pet houses.

Creative Execution

We solved the problem despite not being able to send anything except necessary things, such as foods, nor anything for pets to afflicted areas. Shipping relief goods, transforming pet houses and keeping ecology, this box is killing 3 birds with 1 stone.


Describe the creative solution to the brief/objective.

Creative solution:
‘Temporary pet house constructed from DM’
By slightly changing the way they are cut, boxes could be used for shipping and as a pet shelter. Previously disposed of after use, they were now reused to relieve pets’ stress and refugees and pets could live together.
Projected response rates:
We want to spread it to more than 14 shelters in 14 major cities in afflicted areas. We want to collaborate with more than 20 companies and partners.


Describe the results in as much detail as possible.

The Relief Pet House, cute but functional, was spread and made network much more than we expected.
Used in 72 animal shelters for 3,000 pets. 88 companies, NGOs and universities collaborated with us. It became a hot topic in various media.
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 gave peace of mind to people who love their pets.