Category

Award

WORLD CUP COMES TRUE

ClientSONY MARKETING JAPAN
ProductCORPORATE SOCIAL RESPONSABILITY
EntrantDENTSU Tokyo, JAPAN
Type of EntryTechnique
CategoryBest Use of Live Events, Stunt and/or Celebrity Endorsement
TitleWORLD CUP COMES TRUE
Product/ServiceCORPORATE SOCIAL RESPONSABILITY
Entrant Company:DENTSU Tokyo, JAPAN
PR/Advertising Agency:DENTSU Tokyo, JAPAN
Credits
Name Company Position
Takashi Sakuma DENTSU INC. Creative Director
Kazuhiro Watanabe DENTSU INC. Agency Producer
Takashi Sakuma DENTSU INC. Planning Director
Yusuke Yagishita DENTSU INC. Communication Planner
Tomoyasu Katagai DENTSU INC. Chief Account Executive
Kotaro Takeshita DENTSU INC. Account Executive
Shin Yamaguchi knockonwood Inc. Film Producer
Ryo Inoue Director
Kimihiro Morikawa TSP Engineering Inc. Cinematographey
Sachiyo Morita TSP Engineering Inc. Cinematographey
Shinya Matsuo TSP Engineering Inc. Cinematographey
Ryo Inoue Editor
Tomohiro Endo DIGITAL GARDEN INC. Editor
Kentaro Watanabe Sound Design
Hidenori Chiba Rhizomatiks co.,Ltd. Computer Artist
Yushi Fukagawa ROOF FACTORY INC Computer Artist
Shinjiro Ono Puzzle Inc. Interactive (Web) Producer
Hideki Hosokawa Puzzle Inc. Interactive (Web) Producer
Kei Kawakami asobi graphic Art Director

Describe the campaign/entry:

CONTEXT: For children, World Cup is a dream. This dream event was coming to Africa for the first time. But Ghana and Cameroon participating in were not affluent countries at all, there were many citizens would not be able to watch their teams perform on TV, let alone afford tickets. In other words there were many children who could not have a dream. CHALLENGE: Help children to dream. IDEA: Let's bring World Cup to their villages. EXECUTION: We held public viewings in 19 Ghana and Cameroon locations. The children's dreams grew as Ghana progressed to their first best 8. (Cameroon unfortunately did not make it as far.) “Mini World Cup” for children were also held on the next day of the match. Children excitedly chased after the ball donated by the project supporters from all over the world. RESULT: - 24000 African participated in the public viewings and football games. - 500,000 people from over 30 countries participated in the online ball donation event. -This project was featured on various media (blogs, Twitter, TV, newspapers, magazines) and achieved a publicity effect of over 10 million US dollars. -Awareness of Sony as a World Cup sponsor increased by 15%. -African Children had dreams by watching and playing their own World Cup.

Describe the brief from the client:

CHALLENGE: Help children to dream. And obtain the perception that Sony is a company assisting dreams of people.

Results:

RESULT: - 24,000 African participated in the public viewings and football games. - 500,000 people from over 30 countries participated in the online ball donation event. - This project was featured on various media (blogs, Twitter, TV, newspapers, magazines) and achieved a publicity effect of over 10 million US dollars. - Awareness of Sony as a World Cup sponsor increased by 15%. - African Children had dreams by watching and playing their own World Cup.

Execution:

EXECUTION: We held public viewings in 19 Ghana and Cameroon locations. The children's dreams grew as Ghana progressed to their first best 8. (Cameroon unfortunately did not make it as far.) “Mini World Cup” for children were also held on the next day of the match. Children excitedly chased after the ball donated by the project supporters from all over the world.

The Situation:

CONTEXT: For children, World Cup is a dream. This dream event was coming to Africa for the first time. But Ghana and Cameroon participating in were not affluent countries at all, there were many citizens would not be able to watch their teams perform on TV, let alone afford tickets. In other words there were many children who could not have a dream.

The Strategy:

IDEA: Let's bring World Cup to their villages.