Yahoo! Outdoor It Was This High [image] by Hakuhodo Kettle Tokyo

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It Was This High [image]

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Industry Software & Multimedia Productions, SaaS, Search Engines
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Hakuhodo Kettle Tokyo
Creative Director Kazuaki Hashida
Art Director Yusei Kakizaki
Copywriter Yasutaka Ide, Shoko Uchida
Production AOI Pro.
Released December 2016

Awards

ADFEST 2018
Design Lotus EXHIBITIONS, EVENTS & PUBLIC ENVIRONMENT Bronze

Credits & Description

Client: Yahoo Japan Corporation
Agency: Hakuhodo Kettle Tokyo, Japan
Entrant: Hakuhodo Kettle Tokyo, Japan
Idea Creation: Hakuhodo Kettle Tokyo, Japan
Idea Creation 2: Hakuhodo Inc. Tokyo, Japan
Creative Director: Kazuaki Hashida (Hakuhodo Kettle)
Copywriter: Yasutaka Ide (Hakuhodo Inc)
Art Director: Yusei Kakizaki (Hakuhodo Inc)
Copywriter: Shoko Uchida (Hakuhodo Inc)
Designer: Goichi Nagakawa (Adsalt)
Designer: Akane Fujimaki (Adsalt)
Account Director: Ken Okada (Hakuhodo Inc)
Account Service: Daiki Yamagata (Hakuhodo Inc)
Brand Manager: Shinya Uchida (Yahoo Japan Corporation)
Brand Manager: Yoko Wake (Yahoo Japan Corporation)
Chief Producer: Hisaya Kato (Aoi Pro.)
Production Manager: Tomonori Nakamura (Aoi Pro.)
Production Manager: Hiroaki Maji (Aoi Pro.)
Planning Director: Miyuki Akimoto (Aoi Pro.)
Describe the campaign/entry:
The tallest tsunami resulting from the earthquake was 16.7m high. Everyone heard this number on the news and read it in the newspaper or online, but it’s tough to imagine in real terms. So, we drew a line “IT WAS THIS HIGH” on the landmark in Tokyo to etch this massive height into people’s memories and bring up the topic of disaster preparation.
Execution:
How we were able to make them imagine the height and fear of the disaster.
1. We used a huge and iconic landmark in Tokyo.
By placing this message in the middle of “people’s daily lives (where those who had not experienced the disaster could never imagine that tsunami would come)”, created attention and made them stop and see it.
2. Used just a simple red line “IT WAS THIS HIGH” plus a message to tell the importance of disaster preparation.
By limiting the information given, we made people think and imagine how the fear of the tsunami was within their heads. Thus, our message stayed strongly in people’s memories.
The biggest achievement was that this single red line sparked the conversations about disaster preparation and reminded people of the importance of it.
With $2.3 million organic media coverage, this single red line was spread and reached over 22 million people.
89% of them answered, “ It made me consider about disaster preparation”.
The Situation:
By drawing a single red line “IT WAS THIS HIGH” on the iconic landmark in the middle of Tokyo, we made people think and imagine the fear and the height of the tsunami caused in the Great East Japan Earthquake. People’s imagination sparked the conversations about disaster preparation and raise consciousness toward it.
The Strategy:
Yahoo! JAPAN has and will always see March 11th as the day to raise consciousness towards disaster preparation, and the problem was that people who had not experienced the disaster has lower consciousness towards it. We needed to create conversations about disaster preparation within both media and people. The key was, how we could make them imagine the height and fear of the disaster.