ORIGAMI PLANTS & ANIMALS by Dentsu Inc. Tokyo for JAPANESE MINISTRY OF THE ENVIRONMENT

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ORIGAMI PLANTS & ANIMALS

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Industry Environmental & Animal Issues, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Hitoshi Tanaka
Executive Creative Director Ryo Honda
Art Director Tomonori Saito
Copywriter Koji Kagoshima, Hiroko Yamamoto
Designer Tetsuya Hayashida
Producer Takayuki Ichikawa, Naho Oyama
Released August 2012

Credits & Description

Category: Public Affairs
Advertiser: JAPANESE MINISTRY OF THE ENVIRONMENT
Product/Service: BIODIVERSITY AWARENESS
Executive Creative Director: Ryo Honda (Dentsu)
Creative Director/Art Director: Takashi Fukui (Dentsu)
Copywriter: Koji Kagoshima (Dentsu)
Copywriter: Hiroko Yamamoto (Dentsu)
Art Director: Tomonori Saito (Dentsu)
Agency Producer: Tetsuya Hayashi (Dentsu)
Agency Producer: Gon Matsunaka (Dentsu)
Creative Producer: Mitsuyo Hanashima (Dentsu)
Deputy Director: Hiroyuki Watanabe (Dentsu)
Planning Director: Hisashi Yoshii (Dentsu)
Supervisor: Yoji Yokoyama (Dentsu)
Associate Supervisor: Takeshi Okamoto (Dentsu)
Associate Supervisor: Norihisa Takeichi (Dentsu)
Staff Member: Takeshi Araki (Dentsu)
Director: Hitoshi Tanaka (BB media)
Film Producer: Takao Oyama (BB media)
Logotype Designer: Shintaro Nakamura (TAKI)
Designer: Tetsuya Hayashida (TAKI)
Producer: Takayuki Ichikawa (TAKI)
Producer: Naho Oyama (TAKI)
Media placement: Campaign Event - International Year Of Biodiversity Event - 29 April 2010
Media placement: Campaign Event - First “Origami Workshop.” Later, The Workshop Was Held Monthly At Various Locati - 1 June 2010
Media placement: Campaign Event - International Youth Conference - 23-6 August 2010
Media placement: TV - Coverage On NHK News Program - (9:30-11:00am) 21 August 2010
Media placement: Mook (Book/magazine) - Published By Shogakkan Goes On Sale At Book Stores Across Japan - 8 October 2010
Media placement: Newspaper - Nikkei Newspaper - 14-8 October 2010
Media placement: Campaign Event - COP10 Held At Nagoya Congress Center - 18-28 October 2010
Media placement: Air Plane - Eco Jet Launched On JAL International Flights - 22 October 2010
Media placement: Campaign Event - Time Capsule Burial Events At Nagoya Higashiyama Zoo And Botanical Gardens, Nago - 12 December 2010

Summary of the Campaign
We developed a COP10 logo and slogan using origami to symbolize biological diversity.
Origami paper-folding is an activity that everybody can take part in, from young children to the elderly. Therefore, we created a mechanism that used origami as the vehicle. Members of the general public, rather than professional artists, were invited to make origami pieces. This allowed the movement to spread easily and spontaneously.
The idea of using origami worked as a device to connect businesses, media, NPO and all other stakeholders and effectively built interest in biodiversity as well as in COP10.
Origami events were held by volunteers and media coverage soared, creating a big buzz for COP10. Origami figures appeared in hotels, taxis and everywhere else in Nagoya. The convention venue was decorated with origami figures, which created an excitement among the participants and helped bring them together for the good of all living things. This led to the success of COP10 with the adoption of the Nagoya Protocol and Aichi Target.

The Situation
The awareness and understanding of biodiversity among Japanese people were quite low and threatened the success of the COP10 conference to be held in Nagoya.

The Goal
By raising awareness and promoting understanding of biodiversity, we would be able to build excitement among Japanese people, which would lead to a successful COP10.

The Strategy
We developed a COP10 logo and slogan using origami to symbolize biological diversity. Origami is a traditional Japanese folk art in which animals, plants and other forms can be made by folding pieces of paper.
With history of over 1,000 years, it is believed that if you make a wish while folding origami paper, that wish will come true.

Execution
Origami is a creative process that anybody can enjoy, so through paper-folding we aimed to communicate to the world a message that the host country Japan would stand behind the conservation of biodiversity. The idea of using origami worked as a device to connect businesses, media, NPO and all other stakeholders and effectively built interest in biodiversity as well as in COP10.

Documented Results
A wave of origami developed and spread among people. Origami events were held by volunteers and media coverage soared, creating a big buzz for COP10. Origami figures appeared in hotels, taxis and everywhere else in Nagoya. The convention venue was decorated with origami figures, which created an excitement among the participants and helped bring them together for the good of all living things. This led to the success of COP10 with the adoption of the Nagoya Protocol and Aichi Target.

RESULTS:
a) Visitors to conference (main conference) 7,000 (2008, COP9) - 13,000 (2010,COP10) Up 86%

b) Total number of visitors - Approx 60,000 (2008, COP9) - 118,649 (2010,COP10) - Nearly doubled.

c) Media coverage- 3,206 (2008)- 13,035 (2010)- around a 4-fold increase.