Cannes Contenders: TBWA\HAKUHODO Japan
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival Campaign Brief will be showcasing the work we hope will impress the judges ….
TBWA\HAKUHODO Japan
In Tokyo, over two million bicycles are disposed on the city streets every year and go largely unnoticed, sitting in the same spot, day after day. Cogoo, an organisation that aims to create cleaner cities, worked with TBWA\HAKUHODO to create ‘Saddle Blossoms’, a beautiful solution to an ugly problem. Dozens of abandoned bicycles were collected and their saddles transformed into ‘planters’. After being left on the streets of Tokyo, beautiful plants began to emerge from these saddles, turning bicycle parking lots into flower galleries, making this invisible problem more noticeable. QR codes, placed on the saddles, directed people to the campaign website and the art was also promoted through posters and online. The campaign caught the attention of the local government, which helped to eradicate the problem.
TBWA\HAKUHODO Japan
Many families find it difficult to say goodbye to a car that they’ve built so many memories around. As part of their 80th Anniversary celebration, Nissan worked with TBWA\HAKUHODO to launch ‘My Car Forever’, a campaign that embodies the deep relationship between the Nissan drivers and their beloved cars. People submitted their ‘love stories’ with their Nissan vehicle, via social media. The best was selected and the winner was presented with their very own 3D replica of themselves and their beloved Nissan. To accelerate the promotion and awareness, a documentary film depicting the real-life story of one family’s ‘love story’ was created.
TBWA\HAKUHODO Japan
In an attempt to disrupt the ageing whiskey industry, Suntory teamed with TBWA\HAKUHODO to create ‘3D on the Rocks’, an innovative way of savouring whiskey with beautiful ice designs forged with the latest technology. People were invited to submit their ideas for the 3D designs via web and smartphone, with ten winners receiving an invitation to attend a ‘secret bar in Tokyo, where they enjoyed a glass of Suntory whiskey on their original ice sculpture. In two weeks, Suntory received over five million tweets from 47 different countries, more than 200 requests to install the invention on premise and generated over 346 million media impressions.