Cannes Lions
DAIKO ADVERTISING, Osaka / DAIKIN / 2014
Overview
Entries
Credits
Execution
THE BRIEF: WE CHALLENGED TO PROJECT IMAGES ON CLOUDS AS A SYMBOL OF AIR MOISTURE TO PRESENT THE CLIENT’S AIR CONDITIONERS IN A WAY THAT HIGHLIGHTED HOW THEY USED THE MOISTURE IN THE AIR OUTSIDE TO HUMIDIFY THE INTERNAL ENVIRONMENT. WE REALIZED THAT COMMUNICATING WITH A GLOBAL AUDIENCE REQUIRED HIGH-IMPACT VISUALS THAT COULD CAPTURE PEOPLE’S HEARTS AND MINDS WITHOUT WORDS. THEREFORE, WE CHOSE TO PROJECT A STRIKINGLY BEAUTIFUL IMAGE OF A DIVA SINGING ONTO CLOUDS IN THE NIGHT SKY AS A WAY OF ADDING A DASH OF SURPRISE AND WONDER TO THE CORE MESSAGE OF JAPAN’S UNRIVALLED AIR CONDITIONING TECHNOLOGY.
THE SOLUTION: WITH A YEAR FOR RESEARCH, WE ASSEMBLED NUMEROUS EXPERTS IN THE FIELD WHO BOUGHT INTO OUR IDEA AND WORKED FOR FREE. THE COLLABORATIVE PROCESS WAS CONSTANTLY BLOGGED FOR GREATER EXPOSURE. THREE MONTHS PRIOR TO RELEASE, WE LAUNCHED A WEBSITE FEATURING TRAILER FOOTAGE, WHILE PRESS RELEASES GARNERED NEWS AND MEDIA COVERAGE. UPON ITS LAUNCH IN SEPTEMBER 2013, THE PROJECT WAS BROADCAST ON JAPAN’S BEST-KNOWN TV NETWORK, WHICH HAD BEEN ON BOARD WITH THE PROJECT AND FILMED IT SINCE THE BEGINNING. THE SUCCESS AND REACH OF THE PROJECT WAS BUILT ON THE HARD WORK OF THE STAFF AND OUR SUPPORTERS.
THE RESULTS: THE CAMPAIGN WAS FEATURED ON TV, IN NEWSPAPERS AND MAGAZINES, AND ON NEWS SITES. TELEVISION WAS PARTICULARLY INSTRUMENTAL IN TAKING THE PROJECT WORLDWIDE. IT IS ESTIMATED THAT ADVERTISING COST NEEDED TO ACHIEVE THAT KIND OF REACH WOULD BE $10 MILLION. WE RECEIVED INNUMERABLE MESSAGES OF SUPPORT FROM AROUND THE WORLD ON YOUTUBE, AND THE PROJECT REACHED MORE THAN A MILLION PEOPLE ON FACEBOOK AND TWITTER. IN THE END, WE SUCCEEDED IN SHARING A DREAM WITH PEOPLE THE WORLD OVER, AND THE CLIENT SUCCEEDED IN SPREADING THE WORD ABOUT THE HIGH LEVEL OF JAPAN’S AIR-RELATED TECHNOLOGIES.
Outcome
THE CAMPAIGN WAS FEATURED ON TV, IN NEWSPAPERS AND MAGAZINES, AND ON NEWS SITES. TELEVISION WAS PARTICULARLY INSTRUMENTAL IN TAKING THE PROJECT WORLDWIDE. IT IS ESTIMATED THAT ADVERTISING COST NEEDED TO ACHIEVE THAT KIND OF REACH WOULD BE $10 MILLION. WE RECEIVED INNUMERABLE MESSAGES OF SUPPORT FROM AROUND THE WORLD ON YOUTUBE, AND THE PROJECT REACHED MORE THAN A MILLION PEOPLE ON FACEBOOK AND TWITTER. IN THE END, WE SUCCEEDED IN SHARING A DREAM WITH PEOPLE THE WORLD OVER, AND THE CLIENT SUCCEEDED IN SPREADING THE WORD ABOUT THE HIGH LEVEL OF JAPAN’S AIR-RELATED TECHNOLOGIES.
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