HOPE FROM GROUND ZERO by Dentsu Inc. Tokyo for THE TOHOKU SIX-SOUL FESTIVAL

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HOPE FROM GROUND ZERO

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Japan
Agency Dentsu Inc. Tokyo
Director Futoshi Takashima
Creative Director Megumi Sakashita
Art Director Tatsuya Hamajima
Copywriter Yoji Sakamoto, Satoshi Umeda
Photographer Hideo Tsudo
Account Supervisor Masafumi Sato
Strategic Planner Kazuki Tsuburaku, Kaori Sakurai, Kojiro Tanoue
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Experiential Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: 6 MAJOR CITIES IN TOHOKU
Product/Service: THE TOHOKU SIX-SOUL FESTIVAL
Agency: DENTSU Tokyo, JAPAN
Advertiser 6 MAJOR CITIES IN TOHOKU
Product THE TOHOKU SIX-SOUL FESTIVAL
Entrant DENTSU Tokyo, JAPAN
Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Title: HOPE FROM GROUND ZERO
Advertiser/Client: 6 MAJOR CITIES IN TOHOKU
Product/Service: THE TOHOKU SIX-SOUL FESTIVAL
Entrant Company: DENTSU Tokyo, JAPAN
DM/Advertising Agency: DENTSU Tokyo, JAPAN
2nd DM/Advertising Agency: DENTSU EAST JAPAN Tokyo, JAPAN

Creative Director: Megumi Sakashita (Dentsu)
Copywriter: Yoji Sakamoto (Dentsu)
Copywriter: Satoshi Umeda (Dentsu)
Art Director: Tatsuya Hamajima (Dentsu)
Agency Producer: Megumi Shimada (Dentsu)
Director: Futoshi Takashima ()
Photographer: Hideo Tsudo ()
Web Producer: Yuichi Ishizuki (Copla Co.)
Strategic Planner: Kojiro Tanoue (Dentsu)
Strategic Planner: Kazuki Tsuburaku (Dentsu)
Strategic Planner: Kaori Sakurai (Dentsu)
Account Manager: Kimimoto Nishijima (Dentsu)
Account Supervisor: Masafumi Sato (Dentsu East Japan)
Planner: Takuya Ogawa (Dentsu East Japan)
Planner: Manabu Chiyoya (Dentsu East Japan)
Planner: Shunji Okuyama (Dentsu)
Planner: Shu Endo (Dentsu)
Media Planner: Tak Meguro (Dentsu)
Media Planner: Yu Harano (Dentsu)
Media Planner: Kagoshima Shunsuke (Dentsu)

Describe the brief from the client
''What can an ad agency do when confronting an unprecedented disaster?'' The people of Japan sank in despair after the Tohoku Earthquake of March 2011. At times they were hesitant out of guilt to enjoy their everyday lives. We made it our mission to move people’s hearts and push Japan forward.




Describe the creative solution to the brief/objective.



Our core idea was to unite the most popular festivals in the area and produce the largest local festival ever in Tohoku. We proposed the idea to 6 major cities in Tohoku and they all welcomed it. The festival was named, ''The Tohoku Six-soul Festival.'' Out of the 6 cities, Sendai, the largest and the closest to Ground Zero was chosen for the venue. We were determined to forever change Ground Zero to Ground Zero of Hope. News media in Japan were thrilled to report on the first big event in the devastated area. More than 60 enterprises became the sponsors, and words of encouragement spread through social networks.




Describe the results in as much detail as possible.



Through the festival, the people of Tohoku revitalized their hearts and in turn, encouraged all of Japan. In only 2 days, the festival brought 360,000 people to Sendai. More than triple what we expected. As a result of the overwhelming emotions and media the festival drew, nearly 15m people, more than 10% of Japanese population, visited Tohoku last summer. In addition to that, The Tohoku Six-soul Festival alone created an economic result of more than US$125m. In January 2012, it was decided to hold a second event, this time in the second largest city in Tohoku, Morioka.




By stirring the invincible souls of those in the most devastated Tohoku area, we thought we were able to cheer on the entire country. We expected the festivals that remained with local communities to connect the hearts of Japan regardless of generation and area.