Mitsui & Co. DM, Promo, Case study THE SUBWAY FOREST THAT HELPS FORESTS GROW by Dentsu Inc. Tokyo

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THE SUBWAY FOREST THAT HELPS FORESTS GROW

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Industry Environmental & Animal Issues
Media Direct marketing, Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Ryo Honda
Creative Director Takashi Fukui
Art Director Akira Shikiya
Copywriter Kouji Kagoshima
Designer Hiroki Yamamoto, Tetsuya Hayashida
Released October 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: MITSUI & CO.
Product/Service: MITSUI'S FORESTS
Agency: DENTSU
Executive Creative Director: Ryo Honda (Ryo Honda Office)
Creative Director: Takashi Fukui (Dentsu)
Copywriter: Kouji Kagoshima (Dentsu)
Art Director: Akira Shikiya (Dentsu)
Agency Producer: Motoo Shibata (Dentsu)
Agency Producer: Takuya Yagi (Dentsu)
Project Producer: Yoji Yokoyama (Dentsu)
Planner: Yoko Yoshizawa (Dentsu)
Creative Producer: Mitsuyo Hanashima (Dentsu)
Designer: Tetsuya Hayashida (Taki Corporation)
Designer: Hiroki Yamamoto (Taki Corporation)
Prodution Producer: Takayuki Ichikawa (Taki Corporation)
: (Tokyo Metro Co.)
Media placement: Transportation - Underground Passage Of The Station - 24th October, 2011
Insights, Strategy & the Idea
MITSUI & CO., which owns and manages 74 forests within Japan, each ocupying 0.1% of Japan's territory, wanted to promote the importance of the forest along with the International Year of the Forest 2011. To protect the forest and living creatures, tree thinning is absolutely necessary. To encourage tree thinning, increasing consumption of thinned wood is necessary. We wanted to promote the usage of thinned wood among citizens and raise interest in forests and living creatures. By using the thinned wood from the forests of MITSUI & CO., we created wooden figures of endangered species and gave them to business people as presents. Our aim was for those who got the figures to see, feel and enjoy the fragrance of the wood either at the office or at home, and at the same time make the living creatures, thinned woods, and forests more familiar to themselves.
Creative Execution
To symbolise that life is created in forests, laser cut-outs of animal figures were produced from thinned wood from Mitsui's forests. The featured animals are mainly endangered species that inhabit Mitsui's forests. The animal figures were designed so people looking at them could picture the animals living in the forest, feel the warmth of natural wood by touching them, and feel at peace by smelling the fragrance of cypress. In other words, they would appeal to people's senses of sight, touch and smell. On the back of the animal figures are the Mitsui company logo and the message, "Made from thinned wood from Mitsui's forests" engraved by laser. Thus, they also serve the publicity and branding.
Results and Effectiveness
4000 wooden figures were pasted on the wall of an underground passage and commuters were able to take them off and take them back to their offices or home. Wooden figures ran out of stock before the rush hour ended. It was featured in the newspaper and also spread through blogs. These figures were subsequently given as presents through newspaper advertisements, the CSR Forest Environmental Program, and lessons on the environment to elementary schools. They became a very important and symbolic item.