Cannes Lions

Dress up the trash, dress up the town.

DENTSU, Tokyo / ROPPONGI COMMERCIAL AVENUE DEVELOPMENT OF REGION / 2016

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Overview

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Credits

Overview

Description

Nobody actually enjoys picking up garbage.

Therefore, we changed the activity of merely picking up trash into the activity of decorating the city.

So we designed a jack-o'-lantern garbage bag.

The more garbage people collect, the more the city is decorated with jack-o'-lanterns.

Execution

Normally we would not have the authority to distribute special garbage bags throughout the city, therefore, we seeked the permission of the city Sanitation Department for permission. We also requested the permission for city garbage collection.

Finally, we got clearance to have jack-o'-lantern bags distributed to various shops and homes in the area during October 9th to November 1st. During this period, calls for volunteers were broadcasted over JWAVE, a popular radio station, after all this the town was decorated.

Outcome

1. Despite attracting 1,130,000 people, the event drew only a single formal resident complaint. It attracted 550 volunteers to collect garbage. As a result, instead of overflowing with garbage, Roppingi became covered with jack-o'-lanterns. It changed negative attitudes toward picking up garbage, making it cute and fun, and personal. 2. PR costs were zero. By spending ¥1,500,000 on making the bags, we succeeded in generating ¥1,000,000,000 worth of publicity.

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