SPECIAL OLYMPICS MESSAGE RELAY
|Client||SPECIAL OLYMPICS JAPAN|
|Entrant||SHIGAYA-GUMI Tokyo, JAPAN|
|Type of Entry||Direct: Product/Service |
|Category||Public Service, Charity & Fund Raising|
|Title||SPECIAL OLYMPICS MESSAGE RELAY|
|Product/Service||SPECIAL OLYMPICS |
|Entrant Company:||SHIGAYA-GUMI Tokyo, JAPAN|
|DM/Advertising Agency:||SHIGAYA-GUMI Tokyo, JAPAN|
||Documentation Production manager
Describe the brief from the client:
1. Client’s orientation points:Raise awareness of the Special Olympics in Japan without using a lot of money
3. Strategy validity
We were able to achieve sending a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger!
Describe the creative solution to the brief/objective.
Produce a “message baton” using the idea of a baton for sports competition and engraving this with a message.
Spread the message through a baton relay of handing it from one person to another.
This revolutionary idea makes this an ongoing campaign without using money.
Describe the results in as much detail as possible.
The clients raved that it was a most innovative idea they have ever seen.
Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately 112,000US$ in free publicity.