Cannes Contenders: Ogilvy Japan

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…

Megamax: Homeless Bed Collection – Car Park, Under Path, Pavement, Bench

Ogilvy Japan

The number of homeless people in Japan is increasing year on year. Moreover, support is always hard to come by as homelessness is seen as a personal failure, the fate that one brings upon oneself.

To raise awareness and donations to this ongoing crisis, Ogilvy & Mather created for Megamax, Japan’s leading bed and furniture mega store, and Moyai, the Japanese Association for the Homeless, the Homeless Beds Collection.

Built by the finest Japanese artisans; using elements that mimic the streets of Tokyo like rough asphalt mud, dirty cement and stinky sewer lids with rats, the beds replicate in detail the horrible conditions where thousands sleep in every night.

The beds were supported by an integrated campaign and displayed at Megamax’s flagship store to great impact. For an unexpected finale, its message will now reach the most powerful politicians on earth, as the collection was selected to be displayed at the G7 Summit taking place at the end of May in Japan.

Refugees International Japan: Refugees Collection

Ogilvy Japan

Refugees International Japan needs donations to fund its projects worldwide but collecting donations in Japan has always proven to be challenging.

The refugee crisis is seen as a distant problem and rarely makes the news. So, if Japanese people weren’t reaching out to the problem, Ogilvy Tokyo decided to bring the problem to Japan with the Refugee Collection.

Made by 100+ items donated by refugees from Somalia to Myanmar, the collection included burned toothbrushes, broken torchlights or damaged mobile phones.

Each item was placed in a once in a lifetime bespoke piece of packaging that looked innocent on the outside but contained the tragedy inside. The packaging design was further complemented with the name of the donor and the story behind the object.

Vixen Binoculars:

Ogilvy Japan

When Ogilvy & Mather was commissioned by Vixen, one of the best Japanese binoculars and lenses manufacturer, to promote to a younger audience their star model Artes 8 x 42 and its powerful magnification capacity with seemingly no distortion, making for a perfect natural view afar, Ogilvy knew the solution had to break away from the standard communication commonly seen in this category.

The solution was a poster campaign based on a series of images that shows in a spectacularly surreal way the natural benefit of Vixen binoculars – they transform your eyes in super lenses

Canon: Celebrities

Ogilvy Japan

When briefed to create a campaign to express how Canon cameras and lenses are the best to take portraits, Ogilvy Japan tapped into the insight that today more then ever, we go out of our way to look great on the social platforms where we share the best of ourselves, trying to be as beautiful as our idols.

The result was a striking print and poster campaign based on the concept – With a Canon you’ll look your best, even like a star.

And it was brought to life with a series of portraits taken with real people, involving no make up or retouching, just carefully crafted photography and light by legendary photographer Ale Burset.

Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.