Kobe Shimbun Film, DM Emergency Collectibles [Short Version] by Dentsu Inc. Tokyo

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Emergency Collectibles [Short Version]

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Industry Newspapers, Public Safety, Health & Hygiene
Media Film, Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Ken Akimoto
Art Director Yusuke Imai
Copywriter Hirokazu Ueda, Kana Koyama
Production ENGINE FILM Tokyo
Released January 2017


Lions Communication 2018
Print & Publishing Lions Sectors > Media / Entertainment Bronze Lion

Credits & Description

DENTSU INC. Tokyo, Japan Entrant Company
DENTSU INC. Tokyo, Japan Idea Creation
J.C. SPARK Tokyo, Japan Production
ENGINE FILM Tokyo, Japan Production
DENTSU INC. Tokyo, Japan Media Placement
Ken Akimoto DENTSU INC. Creative Director
Junta Yoshikawa DENTSU INC. Communication Planner
Yusuke Imai DENTSU INC. Art Director
Hirokazu Ueda DENTSU INC. Copywriter
Kana Koyama DENTSU INC. Copywriter
Ryo Makishima DENTSU INC. Planner
Kyouhei Myouga DENTSU INC. Planner
Ryo Komoto DENTSU INC. Account Exective
Eimi Shimizu DENTSU INC. Account Exective
Toshinori Obuchi J.C.SPARK Designer
Sari Ogino J.C.SPARK Designer
Ayaka Ito J.C.SPARK Designer
Yumeno Suzuki DENTSU CREATIVE FORCE INC. Creative Producer
Kotaro Tsujimoto Freelance Photographer
Daisuke Isozaki VONS Retoucher
Tae Yoshioka VONS Retoucher
Go Suehiro SUI Art
Nanami Mizuguchi SUI Art
Kenji Tamura TONE UP CORP. Printing Director
Taiki Shibahara ENGINE FILM INC. Producer
Takashi Tomohisa Freelance Director
Ryohei Oka Freelance Cinematographer
Ken Sato NUMAN Music Producer
Kozue Katsuragi NUMAN Music Composer
Hisashi Nemoto L’espace Vision Color grading
Yuya Hamamura Platinum, Inc. PR Planner
Ryohei Nakamura Platinum, Inc. PR Planner
The Better Evacuation Center Emergency Kit
What you see here are the outlines of items for an emergency kit.
The items were chosen by a couple and their elementary school-aged son,
who discussed what essentials they would need
if they ever found themselves in an evacuation center.
Some of the items may surprise you.
There is something we would like to ask of you.
We would like you and your family to look for these items and place them on their outlines.
As you place each item, we would like you to imagine what it’s like to be in
an evacuation center after a disaster, with no supplies and nobody there to help you.
Then, we would like you to put the items you found into an emergency kit.
Think of the items as collectibles filled with valuable information
that will help you become more aware of disaster preparation.
Only 35% of households have prepared an emergency kit, and we want to raise this number.
We want you to share this spread with your school friends and colleagues.
Every item that you collect and place in your emergency kit before disaster strikes
will help reduce the uncertainty and discomfort that is brought about by a disaster.
If possible, we’d like to ask you to take a picture of your collectibles laid out on the spread
and post it on Facebook or another social network that you frequent
(use the hashtag #EmergencyCollectibles).
We hope that seeing emergency kits prepared by people across Japan will inspire others to do the same.
As for us, we’re curious about what you’ll decide to put in the Free Space.
It may very well inspire us to change our own views on disaster preparation.
Free Space?
Talk with your family and decide on
one extra item to place here.
A versatile item that can act as
a makeshift bandage, scarf, or headwrap.
-Work gloves
Prevent injury while also
protecting from the cold.
Needed for washing hands and dishes.
A 500 ml plastic bottle is the perfect size
for carrying.
Temporarily reduces hunger and
triggers saliva production to prevent thirst.
-Paper cups
Useful for sharing water and food and
preventing infection via water-bottle sharing.
-Survival food
Focus on compact items
to be able to carry as much as possible.
-Chewing gum
Certain types can help clean teeth.
In general, helps reduce stress.
-Mobile phone charger & batteries
Mobile phones serve many purposes,
including an emergency flashlight.
-Box cutter
Useful for cutting cardboard to create
makeshift beds, carpets, and other items.
Helps preserve mobile phone batteries,
as flashlight apps consume a lot of energy.
-Toilet paper
Can be used instead of tissues
or made into a sanitary napkin.
-Cloth tape
Can be used to make nametags.
Highly adhesive and waterproof.
For writing messages that need to stand out
and writing nametags.
-Garbage bag
Can protect against rain or cold.
Provides surprising amount of heat
when wrapped around the body.
-Small plastic bags
Used to wrap paper plates before food is
served on them so plates can be re-used.
Brushing teeth regularly can prevent
infection from communicable diseases.
-Body wipes
A portable alternative to showering
when water is unavailable.
-Hand wipes
Used for cleaning hands and dishes
when water is unavailable.
-Opaque plastic bag
Used for disposing trash that
may be visibly upsetting.
-Makeup wipes
Makeup can be surprisingly difficult
to take off with water or hand wipes.
-Lotion / Toner / Tonic
The moisturizing effect helps
preserve the body’s temperature.
-Feminine hygiene products
Help reduce stress in what can be
a very stressful environment.
-Medical facemask
Blocks dust, as well as
communicable diseases.
In an emergency, you may not have time
to look for your glasses and put them on.
Glasses can help block dust, too.
-Eye mask
Many evacuation centers keep
the lights on throughout the night.
An eye mask will help you sleep.
Evacuation centers are constantly active,
and using earplugs will help you sleep.
-Cold medicine & painkillers
A high-stress situation such as
a big earthquake can make you
more physically vulnerable.
-Thick socks
These can keep you warm and
serve as makeshift slippers.
-Hair band
For tying your hair back
when washing your face.
Entry Summary
"This project was initiated by the Kobe Shimbun, a newspaper whose reporters were on the scene during and after the destructive 1997 Kobe Earthquake and have continued reporting on the tragic toll of earthquakes throughout Japan.
Dealing effectively with the aftermath of a disaster requires advance preparation. In Japan, the government and various organizations have issued lists of essentials that each household should take to an evacuation center in case of disaster to make life there easier. Yet very few households have prepared kits containing these items.
After a disaster strikes, evacuation centers can be stressful, miserable experiences. There is often minimal food and water, and an absence of essentials needed for daily life. This can lead to a lack of sleep or rest, causing stress and even death among the most vulnerable evacuees.
Our goal was to improve the evacuation center experience by enticing people into preparing evacuation kits."