Cannes Lions

SILENT SHOUT

HAKUHODO, Tokyo / NIIGATA NIPPO CO, / 2016

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Case Film
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Overview

Entries

Credits

Overview

Description

Although everyone recognizes the issues around them and the importance of speaking out about them, people have a tendency to ignore local stories.

We made use of three singular TV commercials to point out that the voices of local residents are being buried in an avalanche of information and that the voices which should be heard are not being heard.

The TV commercials raised awareness of these silent shouts and gave them a voice.

Execution

We created TV commercials with as much audio data removed as possible without violating regulations on Niigata’s local broadcast stations. Large numbers of the extra edition were distributed in the areas surrounding the client’s head office, which is located not far Niigata Station.

Outcome

Visitors to the website increased by 400 percent, and a huge number of comments appeared on Twitter and other websites.

People began paying attention to local issues, and subscription applications to the paper soared by 210 percent, compared to before the campaign.

More than anything, through this campaign, we succeeded in reminding people about the necessity of local newspapers.

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