Conservation International Japan Digital, Case study The New Ecosystem [image] Dentsu Inc. Tokyo

The New Ecosystem [image]

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Sector Las cuestiones ambientales y de los animales
Media Digital, Case study
Mercado Japón
Agencia Dentsu Inc. Tokyo
Creative Director Reietsu Hashimoto
Agencia de production Birdman
Art Director Junya Hoshikawa
Designer Yoshihiko Abe
Illustrator Gabriel Shiguemoto
Agencia de production DLX inc.
Producer Daima Kawamura
Publicado diciembre 2016


Spikes Asia 2017
Digital Innovative Use Of Social Or Community Silver Spike

Creditos y descripciones

Client: Conservation International Japan/ Donate 4 Birds
Agency: Dentsu Inc. Tokyo, Japan
Entrant: Dentsu Inc. Tokyo, Japan
Idea Creation: Dlx Inc. Tokyo, Japan
Idea Creation 2: Dentsu Inc. Tokyo, Japan
Production: Dlx Inc. Tokyo, Japan
Production 2: Birdman Tokyo, Japan
Music Artist/Title: Http://
Marketing & Development: Asako Isobe (Conservation International Japan)
Producer: Daima Kawamura (Dlx Inc.)
Creative Director: Reietsu Hashimoto (dentsu Inc.)
Art Director: Junya Hoshikawa (Birdman Inc.)
Web Director: Youichi Kanazawa (Kaibutsu Inc.)
Designer: Yoshihiko Abe (Birdman Inc.)
Illustrator: Gabriel Shiguemoto (Birdman Inc.)
Programmer: Yasuo Hasegawa (Kappuku Inc.)
Programmer: Wataru Sumita (3dal Inc.)
Coordinator: Matt Lyne (Dlx Inc.)
Producer: Yusuke Kobayashi (Geek Pictures Inc.)
Production Manager: Takashi Tsujii (Geek Pictures Inc.)
Advertiser: Yoshimi Fujita (Freelance)
Advertiser: Subaru Matsukura (nue Inc.)
Advertiser: Atsuki Yukawa (Rockn Roll Japan K.K.)
Advertiser: Hiroshi Tanizaki (Rockn Roll Japan K.K.)
Website URL:
Describe the campaign/entry:
The Twitter logo is currently the most prevalent bird in the world. New Twitter accounts can number 400,000 a day while Twitter users all over the world have one or more accounts each, particularly young people, who on average have about 4 accounts each. Donate4Birds aims to use the Twitter bird, our world’s most prevalent bird, to help save endangered birds all around the world that we have put in peril.
Creative Execution:
On our website, birds from around the world based on the proportions and geometry of the Twitter bird fly across a space we created with the 3D graphics program WebGL. There, we created two experiences for people based on their Twitter usage.
1. People who use Twitter regularly can now use $Cashtag to donate money.
2. Those who are going to give up Twitter can donate their own Twitter accounts for a certain period. In addition, by designing the website using images of birds in the same proportions and with the same geometry as the Twitter bird, we were able to make the site more than twice as light compared to conventional WEBGL. This allows users in almost any environment to participate in this program.
The value of the PR generated exceeded USD 4.4 million, monetary donations were 25% up on the previous year and more than 100,000 accounts were donated. Moreover, with the donations collected through this project, we are carrying out activities that create an environment that helps save endangered wild birds. For example, through our activities, the decline of endangered species in Japan has been slowed by 20%. Our website has also won awards including the FWA, the winner of which is selected by over 200 creatives in the industry, and the awwwards.
The Twitter logo is currently the most prevalent bird in the world, but many have become a little weary due to the influence of various social media and global social network systems. Today, about 60% of people feel that SNS activity is a burden, with Twitter topping the list of SNS sites that are considered to be the most burdensome.
Conservation International created a new experience in which anyone can participate to save wild birds and social environments using Twitter, a bird that has proliferated digitally and no longer fascinates users.