Category

Award

Direct & Sales Promotion 2009

SPECIAL OLYMPICS MESSAGE RELAY

Short List
ClientSPECIAL OLYMPICS JAPAN
ProductSPECIAL OLYMPICS
EntrantSHIGAYA-GUMI Tokyo, JAPAN
Type of EntryDirect: Product/Service
CategoryPublic Service, Charity & Fund Raising
TitleSPECIAL OLYMPICS MESSAGE RELAY
Product/ServiceSPECIAL OLYMPICS
Entrant Company:SHIGAYA-GUMI Tokyo, JAPAN
DM/Advertising Agency:SHIGAYA-GUMI Tokyo, JAPAN
Credits
Name Company Position
Koichi Shigaya Shigaya-gumi Creative Director
Shintaro Hashimoto Shigaya-gumi Art Director
Haruyuki Takato Shigaya-gumi Copywriter
Seiichi Saito Rhizomatiks Producer
Daisuke Nakahama Rhizomatiks Web Director
Hiroyuki Hori Rhizomatiks Flash Corder
Hidenori Chiba Rhizomatiks Technical Director
Noboru Shishidoh Shigaya-gumi Documentation Producer
Toshihiko Takenaka Shigaya-gumi Documentation Director
Keisuke Ohyoshi Shigaya-gumi 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

Creative Execution:

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.

2. Solution 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.

Client evaluation: 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.