The footage was all captured serendipitously during a real earthquake, and we curated it from across social media.

The worst tragedy in the 21st century of Japan, the Great East Japan earthquake happened at 14:46 on 11 March 1, 2011. The series of earthquakes caused 19,759 deaths. 470,000 people evacuated and still 220,000 people are still living away from their homes. However, more than a decade passed, we gradually lost the sense of emergency.

The brief and objective were to re-educate people to have an emergency bag in preparation for emergencies. Although an emergency back is highly important to survive and evacuate safely, only 28% of people have it home. There is a huge potential.

To enforce the impact, we launched this campaign around the day the Great East Japan earthquake happened, on 11 March.

We utilized pieces of real video footage on YouTube and obtained permission for commercial use. The everyday lives of ordinary people are illustrated, such as a girl enjoying her lunch, children playing baseball, a man playing his guitar with an adorable pet, and a man preparing to open his shop. Suddenly, a countdown to an earthquake begins, interrupting their lives. Before it finishes, the screen cuts to a tagline that reads "Disasters don't wait," followed by "Prepare an emergency bag." The final cut shows actual earthquakes occurring.

The reach was 100,000 impressions.　Also, positive argument arise on social media