Cannes Lions

UNICEF/RECONSTRUCTION ASSISTANCE

DENTSU, Tokyo / UNICEF / 2012

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Overview

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Credits

Overview

Description

On March 11th, 2011, the great East Japan earthquake happened. Day after day, TV, newspapers and other medias reported more than 10,000 dead and lost. However, on the same day, at the same place, there was not only life that was gone but also life that was born.

This campaign began aiming to inspire Japan by telling this unknown story through various media. It was broadcast on a TV programme, which had an audience-share of more than 40%, and also on many newspapers. It became a campaign that represent Japan's hope.

Execution

The movie started to be played on You Tube from September 2011. From September 30th, the movie started to be played as TV commercial. The photo exhibiton was held from October 14th to 27th in Tokyo. It provoked more responses than expected, so the exhibition traveled around Japan, including to the hospital in the damaged area.

Outcome

It was reported on 2 TV news programs, 3 newspapers and 1 weekly magazine. On NHK (the Japan Broadcasting Corporation), which is a national broadcasting station, it was broadcasted as a documentary. Also on new year's eve (31st of December), it was broadcast on the NHK Kohaku Utagassen (the NHK year-end grand song festival) which had an audience-share of more than 40%.

These provided the feeling of hope to many people. Thereafter, in 2012, the story became a book. Moreover, the number of people that watched the movie on YouTube reached more than 100,000 and is still growing.

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