Cannes Lions

KANSAI ELECTRIC POWER

DENTSU INC KANSAI, Osaka / KANSAI ELECTRIC POWER COMPANY / 2012

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Overview

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Credits

Overview

Description

The catastrophic earthquake and tsunami that struck Japan on March 11, 2011, forced down all of the country’s nuclear power stations. “Saving electricity” suddenly became a major issue in the country. However, despite the Japanese people’s intentions to save electricity, in truth, most actually didn’t. Therefore, it was essential to get Japanese people more involved in saving electricity.

Execution

Our insight for the solution was that people tend to become more involved through real-life communication rather through mass media.We created stickers that perfectly fit the light switches of every home, and glowed in the dark when the lights were switched off. They brought more fun to the once mundane and bothersome task of saving electricity.

Outcome

The characters have exploded in popularity especially among children thus, many children are now proactively saving electricity. They have also been adopted as the official characters for the city of Osaka, Japan’s second largest city, and are used for its 1.2m households.As a result, Osaka was able to cut power consumption by 8.4% down from the previous year. This reduction rate is 3.5 times more than those of areas that didn’t use the stickers.

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