Yahoo!: It Was This High [case video] 2

Credits & Description:

Entrant: Hakuhodo Kettle, Tokyo
Brand: Yahoo! Japan
Corporate Name of Client: Yahoo Japan Corporation
Client Supervisors: Shinya Uchida/Yoko Wake
Agency Account Directors: Ken Okada/Daiki Yamagata
Advertising Agency: Hakuhodo Kettle, Tokyo/HAKUHODO, Tokyo
Creative Director: Kazuaki Hashida
Copywriters: Yasutaka Ide/Shoko Uchida
Art Director: Yusei Kakizaki
Graphic Designers: Goichi Nagakawa/Akane Fujimaki
Production Company: AOI Pro., Tokyo
Director: Miyuki Akimoto
Executive Producer: Hisaya Kato
Producers: Tomonori Nakamura/Hiroaki Maji
Design Company: Adsalt, Tokyo
Synopsis:
Six years after the 2011 Great East Japan Earthquake, both media coverage on the topic and disaster preparation consciousness have dwindled. So, Yahoo! JAPAN, which has and will always see March 11th as the day to raise consciousness towards disaster preparation, wanted to create an opportunity for people to start thinking about disaster preparation again. The tallest tsunami resulting from the earthquake was 16.7m high. Everyone heard this number on the news and read it in the newspaper or online, but it’s tough to imagine in real terms. So, we drew a line “IT WAS THIS HIGH” on the landmark in Tokyo to etch this massive height into people’s memories and bring up the topic of disaster preparation. The biggest achievement was that this single red line sparked conversations about disaster preparation and reminded people of the importance of it.