Category: Titanium and Integrated
Advertiser: NPO WIG RING JAPAN
Product/Service: WIG SUPPLY SERVICE
Agency: I&S BBDO
Creative Director/Planner/Director: Mari Nishimura (I&S BBDO)
Art Director: Hitomi Yagi (I&S BBDO)
Strategic Planner: Yoko Maekawa (I&S BBDO)
Creative Director: Yasuyuki Omagari
Producer: Ryuichi Shirasawa (Running)
Producer: Masaaki Niikawa (Running)
Editor: Takshi Ueda
Mixer: Kazuhiro Matsuhita
Media placement: Poster - Hospital - 28 July 2011
Describe the campaign/entry
We have more female cancer patients every year. Women who lost hair due to the anti-cancer treatment want wigs but there were not enough wigs for medical use. Thus we created a system to recycle wigs for these women.
Describe how the campaign/entry was launched across each channel in the order of implementation
First, we developed a recycling system and issued press releases to hospitals, radio and TV stations. The system was picked up by various media who raised awareness, which became word of mouth and was featured in news programs, Twitter, magazines and newspapers.
Give some idea of how successful this campaign/entry was with both client and consumer
We raised the awareness for the need of wigs for medical use that are stylish. The NPO organisation, Wig Ring, responded to the issue of cancer patients and helped women.