MEMORIES FOR THE FUTURE by Hakuhodo Kettle Tokyo for Google

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MEMORIES FOR THE FUTURE

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Industry Website
Media Film, Direct marketing, Case study
Market Japan
Agency Hakuhodo Kettle Tokyo
Director Hiroki Ono
Executive Creative Director Kentaro Kimura
Creative Director Kentaro Kimura, Keiichi Motoyama
Art Director Yusei Kakizaki
Copywriter Hitoshi Sakamoto, Yasutaka Ide
Producer Tamon Yakushiji, Kohei Matsuda
Editor Taichi Okada
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Direct Response Digital: Websites, Microsites & Banners Gold
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Silver
Branded content & entertaiment lions Best use or integration of digital media Silver
PR Lions Corporate Responsibility Bronze
Titanium and Integrated Lions Titanium and Integrated Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: GOOGLE JAPAN
Product/Service: GOOGLE
Agency: HAKUHODO KETTLE Tokyo, JAPAN
Advertiser GOOGLE JAPAN
Product GOOGLE
Entrant HAKUHODO KETTLE Tokyo, JAPAN
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Websites, Microsites & Banners
Title: MEMORIES FOR THE FUTURE
Advertiser/Client: GOOGLE JAPAN
Product/Service: GOOGLE
Entrant Company: HAKUHODO KETTLE Tokyo, JAPAN
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: Koji Baba (Google)
Planner: Kentaro Suga (Google)
Planner: Hideaki Ooki (Hakuhodo Kettle)
Interactive Planner: Masashi Kawashima (Google)
Interactive Planner: Ken Miura (Google)
Interactive Planner: Jerome Senaillat (Google)
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 new direct communication project to help the victims.

Creative Execution

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. We proved that the power of cyber can change the real world.
And setting 45 memory post boxes and collecting handwriting requests without PCs resulted in Google's first-ever challenge in an analogue way. This project is a continuing direct communication platform which will go on until their past memories are recovered and their hopes for the future restored.


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 a memory they wanted to recover. We set post boxes at 45 refuges within the disaster area, so one can submit their memory in hand writing. 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 direct communication system where people from all over Japan can react to the victim’s request by uploaded photos and movies onto YouTube and PICASA.


Describe the results in as much detail as possible.

People all over Japan answered the voices of the victims. The website went over 5m page-views.
More than 20,000 photos and movies were gathered.
This project will keep on going, until the victims recover their past memories, and gain hope for the future.