| Cannes Lions 2012 | ||
|---|---|---|
| Media Lions | Best Use of Print | Bronze |
Type of entry: Use of Media
Category: Best Use of Print
Advertiser: THE POKEMON COMPANY
Product/Service: BRANDING
Agency: DENTSU KANSAI Osaka, JAPAN
Advertiser THE POKEMON COMPANY
Product BRANDING
Entrant DENTSU KANSAI Osaka, JAPAN
Type of Entry: Use of Media
Category: Best Use of Print
Title: LET'S MAKE PIKACHU KABUTO
Advertiser/Client: THE POKEMON COMPANY
Product/Service: BRANDING
Entrant Company: DENTSU KANSAI Osaka, JAPAN
DM/Advertising Agency: DENTSU KANSAI Osaka, JAPAN
Creative Director: Shinichiro Morikawa (Dentsu Kansai)
Planner/Copywriter: Kei Suzuki (Dentsu Kansai)
Art Director: Ai Ishimatsu (Dentsu Kansai)
Results
A radio station picked this topic, DJ asked listner to bring Pikachu Kabuto to shelters.Our project was talked about on Twitters and various blogs.
Creative Execution
We distributed 2,000,000 issues of newspapers to the children currently living in the shelters at Miyagi, Fukushima, and Ibaragi prefectures.
In Japan, it is customary to exhibit a traditional warrior helmet on Children’s Day to pray for children’s health. Since folding paper is a fun activity that does not require any special tools, we thought of having children make PIkachu helmets using newspapers on Children’s Day and executed the plan.