Sneaker Freaker Film DOG POOP INSURANCE by Ogilvy & Mather Tokyo

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Industry Magazines
Media Film
Market Japan
Agency Ogilvy & Mather Tokyo
Executive Creative Director Shingo Ichimura
Creative Director Chris Gurney
Art Director Tatsuya Kuritsuka
Copywriter Satoko Takada
Production Loki
Director Hiroki Nishimura
Producer Nobuaki Doi, Yusaku Najima
Released March 2011

Credits & Description

Category: Internet Film
Product/Service: MAGAZINE
Production Company: LOKI, Tokyo, Tokyo, JAPAN, JAPAN
Production Company: AMANA INTERACTIVE, Tokyo, Tokyo, JAPAN, JAPAN
Date of First Appearance: Mar 2 2011
Executive Creative Director: Shingo Ichimura
Creative Director: Satoko Takada/Chris Gurney
Copywriter: Satoko Takada
Art Director: Tatsuya Kuritsuka
Producer: Nobuaki Doi/Yusaku Najima
Director: Hiroki Nishimura
Lighting: Shigeru Saito
Cinematographer: Kazuhisa Maruyama
Other Credits: Yuki Iwase/Sakiko Fujita/Hidetake Kodama/One-Up

English Description
Introducing a totally original insurance for Sneaker Freaks.

To the fashion conscious consumers of Japan we introduced a product that safeguards their fashion investment – their Sneakers.

As a nation of dog lovers, they do not love it when they constantly have to clean their soles.

“Sneaker Freaker,” a magazine and web site devoted to sneaker lovers (i.e. sneaker freakers), has created an insurance policy called ‘Dog Poop Insurance’.

A viral video was developed that communicated the concept of ‘Dog Poop Insurance’. Uploaded onto our ‘campaign’ site and on YouTube, it had an embedded ‘vote button’ that would start test-marketing the insurance and would become live after 100000 votes. The voting results were displayed on the web site in real time. Moreover, in an attempt to expand buzz effectively, we linked the web site with Facebook, Twitter and Mixi (Japanese SNS).