MEMORIES FOR THE FUTURE by Hakuhodo Tokyo for Google

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MEMORIES FOR THE FUTURE

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Industry Search Engines
Media Print, Magazine & Newspaper
Market Japan
Agency Hakuhodo Tokyo
Director Hiroki Ono
Creative Director Keiichi Motoyama
Copywriter Hitoshi Sakamoto, Yasutaka Ide
Producer Tamon Yakushiji, Kohei Matsuda
Editor Taichi Okada
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Silver
PR Lions Corporate Responsibility Bronze

Credits & Description

Type of entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: GOOGLE JAPAN
Product/Service: GOOGLE
Agency: HAKUHODO Tokyo, JAPAN
Advertiser GOOGLE JAPAN
Product GOOGLE
Entrant HAKUHODO Tokyo, JAPAN
Type of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Title: MEMORIES FOR THE FUTURE
Advertiser/Client: GOOGLE JAPAN
Product/Service: GOOGLE
Entrant Company: HAKUHODO Tokyo, JAPAN
DM/Advertising Agency: HAKUHODO Tokyo, JAPAN
2nd DM/Advertising Agency: HAKUHODO KETTLE Tokyo, JAPAN
Executive Creative Director/Creative Director: Kentaro Kimura (Hakuhodo Kettle)
Creative Director: Keiichi Motoyama (Hakuhodo)
Planner: Kazuaki Hashida (Hakuhodo Kettle)
Copywriter: Hitoshi Sakamoto (Hakuhodo)
Copywriter: Yasutaka Ide (Hakuhodo)
AD: Yusei Kakizaki (Hakuhodo)
Planner: Hideaki Ooki (Hakuhodo Kettle)
Agency Producer: Koji Takahama (Hakuhodo)
Agency Producer: Takehiko Kawakubo (Hakuhodo)
Agency Producer: Genta Ito (Hakuhodo)
Agency Producer: Yoshihiro Kajiwara (Hakuhodo)
Director: Hiroki Ono (Aoi Advertising Promotion)
Editor: Taichi Okada (Aoi Advertising Promotion)
Producer: Tamon Yakushiji (Aoi Advertising Promotion)
Producer: Kohei Matsuda (Aoi Advertising Promotion)
Describe the brief from the client
How can Google help the Japanese earthquake and tsunami victims?
Just after the earthquake, we went to the disaster site and found out that the tsunami had wiped out not only people's houses, but also photos and movies that were stored in tapes, albums and computer hard disks. Thus the memories of the victims have been lost.
Our challenge was to ‘Recover the Memories’ of the victims.
So we created a project to help the victims.


Describe the creative solution to the brief/objective.

A project uniting everyone to bring back the memories lost in the disaster.
First we created a website where the victims could submit memories they wanted to recover.
We set post boxes at 45 refuges within the disaster area, so one could submit their memory in handwriting. We then uploaded that on to the website.
Moreover, we spread the requests all over Japan through newspaper ads, banner ads, and TVC.
We made a system where people from all over Japan could react to the victim’s request by uploading photos and movies onto YouTube and PICASA.


Describe the results in as much detail as possible.

This project promoted people's action all over Japan and they answered to the voices of the victims.
The website went over 5m page views.
More than 20,000 photos and movies were gathered.
This promotion is a continuing platform which will go on until all their past memories are recovered and their hopes for the future restored.


If they lose their past, it’s difficult to move forward to the future, because memories give us hope for the future, letting us know who we were and how we were supported in the past.
This project couldn't be done by Google alone, so we let victims initiate requests and then receive help from public.
We proved that the power of cyber and the technology of Google can activate the people and change the real world.
And setting 45 memory post boxes and collecting handwriting requests without using a PC resulted in Google's first-ever challenge in an analogue way.