Cannes Lions
AID-DCC, Osaka / PANASONIC / 2014
Overview
Entries
Credits
Description
People pay little attention to such CSR activities, taking them for granted. How can we enhance awareness and empathy to a CSR activity, making it into something new and with significance and value?
To resolve this, we viewed solar lanterns from an emotional aspect, rather than a physical aspect, and set the following objectives: (1) to consider solar lanterns a container that delivers emotion and feeling from one to another, (2) to create contents easy to be understood even without words, and (3) to develop a program that anyone in the world can join at anytime, anywhere.
Execution
People around the world can join the CSR activity only by visiting our website offering a one-stop service: to create a design with an application, to check it by real-time rendering, and to submit it instantly. The website provides archives of submitted designs and enables visitors to vote for their preferred ones.
The 111 designs were selected by the popularity poll to make real shades. As a result of trial and error, laser-cutting exquisitely reproduced the beautiful fineness of each design into the plate attached to real shades. The shades, with solar lanterns, were donated to villages in non-electrified regions.
Outcome
The website has gathered tens of thousands of visitors from 140 countries and regions, resulting in flows of hundreds of designs. 111 “TEMA” lanterns, designed shades with solar lanterns, were donated to non-electrified villages.
Our Facebook page has reached 3 million people, and over 50 articles on information, design, our CSR websites (including TrendHunter.com, designboom.com, Inhadbitat.com, etc.) 35 million. We have created global inflows into this CSR activity and pipelines between senders and recipients to communicate together by “TEMA” lanterns, not mere bright, but sincere, warm lights, with the help of powers of design, social network, and advanced technologies.
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