With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, ‘Yubari, no money but love.’ In expanding this idea we created a couple of loveable, yet slightly ironic characters called ‘Yubari Fusai’. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.
Advertising Agency: Beacon Communication, Japan
Creative Director: Masato Mitsudera
Art Director: Naoki Nishimura
Account Management: Go Suzuki, Hideki Soraoka, Tomoko Shigetome
PR: Mika Archer
June 23, 2009 at 12:46 pm · Filed under Print/Poster
“Awards can’t save our forests. Every year hundreds of PSAs are done for the wrong reasons. Help us create social advertising that actually makes a difference.”
“Weekend Murders. Feature length UK drama, Saturdays 8:30pm on Prime. Summer is a season of volatile TV ratings. How do we promote our show ‘Weekend Murders’ when everyone’s at the beach? We followed them there…and murdered them! Or rather, we gave out pool-of-blood shaped beach towels so that when people lay on them, they looked murdered.”
Advertising Agency: DraftFCB, Auckland, New Zealand
Creative Directors: James Mok, Chris Schofield, Billy McQueen
Art Director: Leisa Wall
Copywriter: Jane Jamieson
Account Director: Jane Wardlaw
Account Manager: Katie Loverich
Production Manager: Mason Clarke
Released: March 2009
Advertising Agency: Publicis Conseil, Paris, France
Creative Director: Olivier Altmann
Art Director: Charles Guillemant
Copywriter: Patrice Lucet
Photographer: Cedric Delsaux
Published: March 2009
The fact is, most Indians don’t grow very tall and height of children is a major concern among parents. The Ogilvy & Mather Mumbai challenge was to communicate and demonstrate a very popular health drink, Bournvita’s growth-inducing properties in an interesting manner.
June 23, 2009 at 11:13 am · Filed under Print/Poster
Advertising Agency: lg2, Quebec, Canada
Creative Director: Luc Du Sault
Art Directors: Vincent Bernard, Luc Du Sault
Copywriter: Nicolas Boisvert
Illustrator: Marc Rivest
Photographer: Benoit Camirand
Advertising Agency: Publicis, Milan, Italy
Executive Creative Directors: Vincenzo Gasbarro, Luca Scotto di Carlo
Art Director: Laura Girola
Copywriter: Gaja Manzini
Pgotographer: Luigi Fiano, Vincenzo Gasbarro
Post production: Vincenzo Gasbarro
Advertising Agency: Publicis, Milan, Italy
Creative Directors: Luca Scotto di Carlo, Vincenzo Gasbarro
Art Director: Stefano Fontana
Copywriter: Sara Pollini
Illustrator: Thomas Lavezzari
Photographer: Marco Craig
Post production: Marco Vagnetti
Published: April 2009
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