WWF: Donail

Credits & Description:

Brand: Wwf Japan
Advertiser: Wwf Japan
Agency: Adk, Tokyo
Creative Director: Kazuma Aoki/Fusanari Masuda
Copywriter: Kazuma Aoki
Art Director: Fusanari Masuda/Kana Kikuchi
Agency Designer: Kenichi Ohno/Kana Kikuchi
Account Director: Akinori Suzuki
Lanner: Akinori Suzuki
Film Production Company: Rockn Roll Japan Co.,Ltd., Tokyo
Director: Jun Nakao
Cinematographer: Yu Sato/Yusuke Konami/Ryohei Oka
Film Producer: Yohei Kawasaki
Post-Production Company: Rockn Roll Japan Co.,Ltd., Tokyo
Editor: Jun Nakao/Chikai Kato
Colorist: Jun Nakao
Special Effects Company: Nishikaigan Co.,Ltd., Tokyo
Visual Effects: Masaki Ishii
Animator 2: Masaki Ishii
Computer Artist: Masaki Ishii
Special Effects Producer: Hiromitsu Sunaga
Sound Production Company: Obayakawa Co.,Ltd., Tokyo
Sound Designer: The Charm Park/Shinichiro Kobayakawa
Sound Studio Producer: Shinichiro Kobayakawa
Music Composer: The Charm Park/Shinichiro Kobayakawa
Music Arranger: Idumi Mori
Recording Engineer: Takashi Akaku/Urban (Potato Studio)
Other Sound Production Credits: Yokan/Yuki Adachi/Hirotaka Yamasaki
Print Production Company: Sun, Tokyo
Photographer 2: Kenichi Muramatsu
Print Producer: Masayuki Kusubayashi
The Brief: In Japan, There Are Hardly Any Opportunities To Learn About The Critical Situation Surrounding The Red List Of Threatened Species Or Platforms To Lend A Helping Hand. Wwf Japan Wanted A New Idea To Promote Awareness And Understanding Of The Red List And Connect Such Awareness And Understanding To Donations.
The Strategy: Original Nail Designs Were Developed Using 20 Animals In Particular Danger On The Red List. 50 Participating Nail Salons Offered The Special Service To Requesting Customers, And Part Of The Proceeds Was Automatically Donated. Furthermore, Customers Were Given Leaflets Promoting Animal Protection While They Waited, And At The End Of The Session Were Encouraged To Share Their Experience On Sns.
The Execution: Original Nail Designs Were Developed Using 20 Animals In Particular Danger On The Red List. 50 Participating Nail Salons Offered The Special Service To Requesting Customers, And Part Of The Proceeds Was Automatically Donated. Furthermore, Customers Were Given Leaflets Promoting Animal Protection While They Waited, And At The End Of The Session Were Encouraged To Share Their Experience On Sns.
The Result: Within Two Months Of Launching The Campaign, It Achieved A Reach Of Approx. 7.8 Million Via Publicity Through Newspapers And Online News Sites, Encouraging Many People To Experience Donail For Themselves. Ultimately, A Familiar Nail Service Was Transformed From A Fashion Statement To An Icon For Donation Activities. The Service Became Firmly Established As A New, Easily Accessible Method Of Donation, Even Among Targets That Had Minimal Involvement In Animal Protection And Donation Activities Until Now.