KAMINE ZOOLOGICAL SUPPORT ASSOCIATION MINEKO-CLUB: ZOO JEANS

Credits & Description:

CLIENT KAMINE ZOOLOGICAL SUPPORT ASSOCIATION MINEKO-CLUB
PRODUCT ZOO JEANS
ENTRANT I&S BBDO TOKYO, JAPAN
TYPE OF ENTRY AMBIENT
CATEGORY LIVE ADVERTISING & EVENTS
TITLE ZOO JEANS
PRODUCT/SERVICE ZOO JEANS
ENTRANT COMPANY : I&S BBDO TOKYO, JAPAN
ADVERTISING AGENCY : I&S BBDO TOKYO, JAPAN
PRODUCTION COMPANY : TCJ TOKYO, JAPAN
YOSHIHISA OGATA I/S BBDO EXECTIVE CREATIVE DIRECTOR
SHINICHI IKEDA I/S BBDO SENIOR CREATIVE DIRECTOR
TAKUYA MIYAMOTO I/S BBDO CREATIVE DIRECTOR/ART DIRECTOR/PLANNER
TAKAHIRO SAKAI I/S BBDO PLANNER
CAMPBELL HANLEY I/S BBDO COPYWRITER
HIRONOBU TANIGUCHI I/S BBDO AGENCY PRODUCER
TOMOAKI WATANABE TCJ CHIEF PRODUCER
KAZUHIDE KUMADA TCJ PRODUCER
TATSUO MURAI CAVIAR DIRECTOR
YOUSUKE OHMORI FREELANCE CAMERAMAN
KATSUYA YAMADA AIIN MUSIC
YUSUKE MATSUMOTO RAMPUYA PRODUCTION DESIGNER
REIKO MATSUMOTO KADOKAWA DAIEI STUDIO PRODUCTION DESIGNER
YUKI KAWAKAMI AMANA PHOTOGRAPHER
NORIAKI HOSAKA AMANA WEB DIRECTOR
TAKANARI YAMASHITA BLUECURRENT JAPAN PR ACCOUNT MANAGER
TETSUTARO SHIMO BLUECURRENT JAPAN PR MEDIA SOLUTION MANAGER
TATSUYA HIROSAWA BLUECURRENT JAPAN PR ACCOUNT EXECUTIVE
AYA MIYASHITA I/S BBDO AGENCY PR DIRECTOR
Description of Ambient execution:
The Kamine Zoo in Hitachi City, Ibaraki Prefecture, Japan, was looking for ways to boost visitor numbers. People perceived the zoo as old-fashioned, and not as an entertainment option. The zoo needed to give people a fresh surprise – something to talk about. We wondered whether some new form of entertainment couldn’t be found in the everyday lives of the animals. So we took the animals’ regular playthings – old tires and giants balls – and wrapped them in fabric, to make the world’s first animal-made distressed denim jeans. A press release was dispatched inviting the media to a press conference and launch event held at the zoo. The journalists and event attendees were treated to an impressive demonstration by lions and tigers, gnawing and clawing at their denim-wrapped playthings. A high quality “making of” video was released on YouTube, and embedded in the Zoo Jeans website, which also went live on the day of the launch event. We created three versions of the jeans – the Tiger edition, the Lion edition and the Bear edition. In the first two weeks of the campaign, Zoo Jeans was featured in major news channels both in Japan and around the world – a total of 737 media. In the same period, social media users mentioned the jeans made by animals in 28,346 posts, reaching a total 34,572,889 people. Furthermore, many people participated in the charity auction, with one pair alone selling for some USD$1,500.00. And the zoo saw a 132% increase in visitors compared with the same period last year. People saw the zoo in a new light – as a place that offers new form of entertainment.