Cannes Lions

ECO DIY AND ECO TOWN

DENTSU MEDIA THAILAND, Bangkok / TOYOTA / 2013

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

ECO DIY focuses on making their unwanted rubbish into new treasure by slightly changing their point of view considering environment. We design a media execution to provide opportunities and places for the target to experience 'ECO DIY':

1) Magazine advertisement which announces ECO DIY contest, while its page can be split off from magazines and played as 'origami' (Japanese paper craft). People can understand things after its primary role can be revived as useful things by adding their hands.

2) ECO DIY contest is about submitting consumers' works using their rubbish. Works can be voted through website and SNS by Thailand.

3) Winning entries were showcased as a part of TOYOTA ECO TOWN which decorates one of the biggest night market malls in Thailand during holiday seasons. Visitors there can actually see consumers’ involvement and take photos and uploaded on SNS which resulted in more diffusion of activity in Thailand.

Outcome

Through these activities, we got Thailand more involved in eco issues and let Thailand understand how lending a helping hand can lead to a greater good.

Detailed results are following.

471 DIY works were submitted to the contest within a month.

Top 3 works got more than 6,000 votes respectively.

More than 33,000 visitors to the ECO Town.

Over 500 photographs were taken & posted online.

1m views and 150,000 engagements on Facebook.

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