Yomiko Advertising Outdoor FUKUSHIMA SEED by 4Cycle, Yomiko Advertising

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FUKUSHIMA SEED

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Industry Advertising agencies, Business equipment & services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency 4Cycle
Agency Yomiko Advertising
Executive Creative Director Ken Fujino
Art Director Ryuichi Tanaka
Copywriter Masakazu Nifuji
Photographer Akio Tomari
Account Supervisor Nobuyuki Tamai
Released March 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: YOMIKO ADVERTISING
Product/Service: CREATIVE AGENCY
Agency: YOMIKO ADVERTISING
Agency: 4CYCLE
Chief Creative Officer: Masakazu Nifuji
Executive Creative Director: Ken Fujino
Copywriter: Masakazu Nifuji
Art Director: Ryuichi Tanaka
Photographer: Akio Tomari
Account Supervisor: Nobuyuki Tamai
Planner: Kenichi Miyazaki/Ryo Tobikawa/Ren Sukegawa/Osamu Usuki
Planner: Kenichi Miyazaki/Ryo Tobikawa/Ren Sukegawa/Osamu Usuki
Other Credits: Film Director: Shigeo Sekimachi/Film Producer: Shinobu Hata/Dai Sato

Ambient Execution Description
【BACKGROUND】
The Great East Japan Earthquake struck on March 11, 2011.
It triggered a giant tidal wave that carried away coastal cities. In Fukushima Prefecture, a collapsed dam washed away the town of Sukagawa. The loss of the reservoir and water supply infrastructure means that nearby rice paddies were left without irrigation water and famers without a future.

【THE IDEA】
Instead of letting these waterless paddies go unused, we came up with the idea of planting them with sunflowers. The resons…
・The act of sowing seeds together unifies the hearts of the people in the area.
・Every year sunflowers are planted by many Japanese all over Japan, making collection of seed donations is easy.
・By growing sunflowers , farmers can receive government subsidies for crop rotation.

【THE RESULTS】
The project produced variety of results…
・Seed donations were collected from 266 schools across Japan.
・Over 1,000 volunteers came to plant seeds.
・The resulting 20 hectares of sunflower fields became Fukushima’s symbol of hope and recovery.
・The sunflower fields attracted many tourists.