6 Major Cities In Tohoku Promo, Case study HOPE FROM GROUND ZERO by Dentsu Inc. Tokyo, Dentsu Public Relations Tokyo

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HOPE FROM GROUND ZERO

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
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
Agency Dentsu Public Relations Tokyo
Released July 2011

Credits & Description

Category: Public Sector
Advertiser: 6 MAJOR CITIES IN TOHOKU
Product/Service: THE TOHOKU SIX-SOUL FESTIVAL
Agency: DENTSU
Agency: DENTSU PUBLIC RELATIONS
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)
Media placement: The live event / The Tohoku Six-Soul Festival - 128media (Including abroad) - 16/7/2011

Summary of the Campaign
The people of Japan sank in despair after the Tohoku Earthquake of March, 2011. We stirred the invincible souls of those in the most devastated Tohoku area to cheer on the entire country.

We expected the festivals that remained with local communities to connect with the hearts of Japan regardless of generation and area. 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.

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 the amount we expected. As a result of the overwhelming emotions and 128 pieces of media the festival drew, nearly 15m people visited Tohoku last summer.

In addition to that, The Tohoku Six-Soul Festival alone created an economical 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.

The Situation
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, out of guilt they were hesitant to enjoy their everyday lives.

The Goal
We made it our mission to move people’s hearts and push Japan forward. We stirred the invincible souls of those in the most devastated Tohoku area to cheer on the entire country.

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 the amount we expected. As a result of the overwhelming emotions and 128 pieces of media the festival drew, nearly 15m people visited Tohoku last summer.

The Strategy
We expected the festivals that remained with local communities to connect the hearts of Japan regardless of generation and area.

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.

Execution
On May 31st, only 3 months after the devastating earthquake, the mayors of 6 major cities in Tohoku officially announced the execution of the Tohoku Six-Soul Festival at Sendai, the largest and the closest city to Ground Zero.

News media in Japan were thrilled to report on the first big event in the devastated area, and within only 4 weeks, more than 60 enterprises became sponsors, and words of encouragement spread through social networks. This festival was executed on 16th July, 2011, only 4 months after the devastating earthquake.

Documented Results
Through the festival, the people of Tohoku revitalised their hearts, and in turn, encouraged all of Japan. Released from their despair, the people of Japan began to walk on their feet again.

In only 2 days, the festival brought 360,000 people to Sendai - more than triple the amount we expected. As a result of the overwhelming emotions and 128 pieces of media the festival drew, nearly 15m people, which is more than 10% of the Japanese population, visited Tohoku last summer. In addition to that, The Tohoku Six-Soul Festival alone created an economical result of more than US$125m.

Certainly, The Tohoku Six-Soul Festival moved people’s hearts in the Tohoku area, but, moreover, the people of Japan. In January, 2012, it was decided to hold a second event, this time in the second largest city in Tohoku, Morioka.