Category: Titanium and Integrated
Advertiser: RAKUTEN
Product/Service: TSUNAMI AID ASSISTANCE
Agency: McCANN ERICKSON JAPAN
Executive Creative Director: Seiji Shiramizu (McCann Erickson Japan)
Creative Director: Isamu Nakamura (McCann Erickson Japan)
Art Director: Masaya Abe (McCann Erickson Japan)
Art Director: Shiko Murai (McCann Erickson Japan)
Business Director: Hiroki Fujita (McCann Erickson Japan)
Producer: Takeshi Fukuda (TYO)
Production Manager: Kyoichi Shibukawa (TYO)
Production Manager: Shun Uesugi (TYO)
Director: Koji Onomichi
Cinematographer: Koji Onomichi
Lightman: Takahiro Fujii
Music Producer: Toru Midorikawa (Melody Punch)
Offline Editor: Koji Onomichi
Offline Editor: Yoshinori Kikuchi (Digital Garden)
Online Editor: Hiroshi Yamazaki (Digital Garden)
MA Mixer: Hiroshi Watanabe (Digital Garden)
Narrator: Kaoru Okunuki
Media placement: TVCF - Tokyo MXTV - Aug 26 To Oct 19th, 2011
Media placement: Internet Film - YouTube - Aug 12, 2011 ~ Present
Describe the campaign/entry
This is a campaign to spread Rakuten’s wish, which that everyone in Japan has, “What can we do to help the afflicted area?”
As we all know on March 11th Japan was hit by an unprecedented disaster, causing many people to think about what they could do to help the stricken regions deal with their immense losses. Individuals, charities and companies donated time, money, supplies, and effort, but as the needs became clearer companies looked at their own operations and found ways they could utilise their unique infrastructures to help. At the forefront of this emerging trend is Rakuten, the operator of Japan's largest e-commerce site, with a project called, 'Rakuten Helping Hand of Love'.
Describe how the campaign/entry was launched across each channel in the order of implementation
A long version of the film was on aired on the official YouTube channel, and then a TVCF Osaka version and Ishinomaki version was on aired on Tokyo MXTV.
Give some idea of how successful this campaign/entry was with both client and consumer
This campaign was not executed for the client. Our major success was to have realised the connection between the people afflicted by the earthquake, and the consumers who wanted to help them.