Cannes Lions

DONATION BOTTLE

DENTSU INC., Tokyo / MAINICHI NEWSPAPERS / 2015

Presentation Image
Supporting Images
Supporting Images
Case Film
Supporting Images
Supporting Images
Supporting Images
Presentation Image
Case Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

To newspaper media of reading, we have added new value as media that leads to actions.

Specifically, we have developed an entirely new donation campaign using newspaper.

We have designed mineral water bottle packages using newspaper articles that report world issues.

The campaign has three points.

1) Selecting one package for a world issue that you want to solve from a lot of packages

2) Understanding the world issue by reading the newspaper article on the package.

3) Buying the mineral water bottles to contribute to issue resolution of the world

Outcome

1) The bottles were sold at supermarkets and restaurants throughout Japan. Thirty thousand bottles were sold in a month.

2) The mineral water was adopted as the official beverage of the international sport event. TV, newspaper and WEB reported the campaign. We have succeeded in widely announcing the world issues and collecting donations at the event.

3) We have succeeded in making 30 times larger donations compared with a year earlier in support for affected areas in Tohoku and Philippines, environmental preservation of Mt. Fuji, greening of the base of Kenya mountains and support for HIV orphans in Cambodia.

Similar Campaigns

12 items

1 Spikes Asia Award
The Mainichi Newspapers AI Rapper

HAKUHODO INC., Tokyo

The Mainichi Newspapers AI Rapper

2023, MAINICHI NEWSPAPERS

(opens in a new tab)