Cannes Lions

GOOGLE

HAKUHODO KETTLE, Tokyo / GOOGLE / 2012

Awards:

2 Silver Cannes Lions
1 Bronze Cannes Lions
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Overview

Entries

Credits

Overview

Description

Last year a severe earthquake disaster hit Japan. Each brand was required not only to convey a message but also to contribute to the victims with a real brand action.

What could Google help the Japanese earthquake and tsunami victims?

Execution

A project uniting everyone to bring back the memories lost in the disaster.

First we created a website where the victims can submit memores they want to recover, because this project could'nt done by Google alone and needed the victime to initiate requests.Moreover we set post boxes at 45 refuges within the disaster site, so one can submit their memory in hand writing even if they cannot access to the internet.

We then uploaded that on to the website.This media resulted in Google's first-ever challenge in an analog way.We spread the requests all over Japan through newspaper ads, banner ads, and TVC’s. We made a digital media where people from all over Japan can react to the victim’s request by uploaded photos and movies onto YouTube and PICASA.We also created a system with street view where people can compare the city before and after the disaster.

Outcome

Result:People all over Japan answered to the voices of the victims. The website went over 5m PV’s. More than 20,000 photos and movies where gathered. This project will keep on going. Until the victims recover their past memories, and gain hope for their future.

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