GARB by I&S BBDO Tokyo for Salvation Army

GARB

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Japan
Agency I&S BBDO Tokyo
Executive Creative Director Yoshihisa Ogata
Art Director Takuya Miyamoto
Producer Hiroki Goto
Photographer Makoto Horiuchi
Released February 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: THE SALVATION ARMY JAPAN
Product/Service: CHARITY
Agency: I&S BBDO
Date of First Appearance: Mar 1 2011
Entrant Company: I&S BBDO, Tokyo, JAPAN
Executive Creative Director: Yoshihisa Ogata (I&S BBDO)
Creative Director/Copywriter: Hiroyuki Jeff Kido (Independent Tokyo)
Art Director: Takuya Miyamoto (I&S BBDO)
Producer: Hiroki Goto (Amanainteractive)
Photographer: Makoto Horiuchi (Spoon)
Associate Producer: Kenta Takagi (I&S BBDO)
Media placement: DM Campaign - 3 Series - DM - 1 March 2011

Describe the objective of the promotion.
The campaign goal was to increase donations despite the difficult circumstances – many people’s indifference to homeless outreach programs in Japan, on top of the worst recession in a century.

Describe how the promotion developed from concept to implementation.
Our solution was to use the scratch-off printing for a DM card, as scratch-off is used extensively in Japan, e.g. lottery, games and coupons.

Explain why the method of promotion was most relevant to the product or service.
The card features improved clothing, food and housing for the homeless with a call-to-action hidden underneath, reminding the audience of the homeless issues in Japan and encouraging donations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The innovative approach stirred many people’s emotions, which led to the donations far-exceeding the amount from the previous year.