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  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL
  • COMPANY ENTERING :
    MCCANN ERICKSON JAPAN, TOKYO
  • ENTRY TITLE :
    STILL LIFE
  • BRAND :
    END ALS
  • ADVERTISER :
    THE END ALS ASSOCIATION
  • AGENCY :
    MCCANN ERICKSON JAPAN, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    ISAMU NAKAMURA
  • COPYWRITER :
    CHIHARU OZAKI/YASUAKI KURATA/SHOTARO ADACHI
  • ART DIRECTOR :
    YASUAKI KURATA/SHOTARO ADACHI/YUKI SAITO/RYOSUKE YOSHITOMI
  • WEB :
    HIDEYUKI KODAMA (UTIX,INC.)/SATOSHI NARAI (UTIX,INC.)
  • PR DIRECTOR :
    MIYOKO OHKI
  • STRATEGIC PLANNING DIRECTOR :
    MASAHIRO (HIRO) FUJITA
  • STRATEGIC PLANNER :
    AKIHIRO ORIMO/HIROFUMI HAYASHI (DENTSU INC.)/
    MASAHIKO FUTARA/MASATANE MUTO (HAKUHODO INC.)/
    MOTOI ITO (AD HOC INC.)
  • CREATIVE PLANNER :
    CHIHARU OZAKI
  • AGENCY PRODUCER :
    KIYOSHI KINDO
  • TRANSLATION :
    KAORI MOCHIZUKI
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO/ROBOT COMMUNICATIONS INC., TOKYO/
    SABUROKU INC., TOKYO
  • DIRECTOR :
    KENSAKU KAKIMOTO (OFFICE SAKU)/SATOMI INAGAKI (OFFICE SAKU)
  • D.O.P/CINEMATOGRAPHER :
    ASAMI KOYAMA (K FIBE INC.)
  • FILM PRODUCER :
    JUNICHI MURATA (AOI PRO.)/TAISUKE SHIRASAWA (AOI PRO.)
  • PRODUCTION MANAGER :
    MANA HASHIMOTO (AOI PRO.)/TOMOMI TERAMOTO (AOI PRO.)
  • SUPPORT :
    EIJI NISHIDA/MAI FUKUDA/JOHN WOODWARD (CRAFT WORLDWIDE)
  • EDITOR :
    SATOMI INAGAKI (OFFICE SAKU)/YUYA MASUKO (SABUROKU INC.)
  • SOUND PRODUCTION COMPANY :
    TAMCO INC., TOKYO
  • SOUND DESIGNER :
    HISAO USUI
  • MUSIC COMPOSER :
    TORU MIDORIKAWA/TARO FUJIWARA (BISHOP MUSIC)
  • MIXER :
    HIROKI OKUMURA (DIGITAL GARDEN INC.)
  • PHOTOGRAPHER :
    HANA TAKEMOTO
  • CAMPAIGN SUMMARY :
    IT HAS BEEN TWO YEARS SINCE THE ALS ICE BUCKET CHALLENGE, INTENDED TO RAISE AWARENESS OF ALS, SWEPT THE WORLD. THOUGH THE CHALLENGE HELPED TO RAISE AWARENESS OF THE EXISTENCE OF ALS, TODAY, MOST PEOPLE REMEMBER THE CHALLENGE, BUT NOT WHAT THE DISEASE IS ABOUT. IN ORDER TO COMMUNICATE THAT ALS IS A DISEASE THAT TAKES AWAY ONE’S ABILITY TO MOVE, HIRO, THE FOUNDER OF END ALS AND AN ALS PATIENT CURRENTLY ONLY CAPABLE OF EYE MOVEMENT, WANTED TO DO SOMETHING THAT HAD IMPACT, BUT THAT DIDN’T SEEM LIKE A LECTURE. THAT’S HOW THE PROJECT “STILL LIFE”
    WAS CONCEIVED. IN ENGLISH, THE WORD “STILL” HAS TWO MEANINGS—ONE MEANING “AS YET (REMAINING IN THE SAME CONDITION)” AND ANOTHER MEANING A STATE OF MOTIONLESSNESS. “STILL LIFE” IS USUALLY A PAINTING OF AN INANIMATE OBJECT, YET HIRO INTENTIONALLY MADE HIMSELF THE SUBJECT OF A STILL LIFE AS AN IRONIC EXPRESSION OF HIS CONDITION. IT WAS ALSO A WAY TO EMPHASIZE THE LIFE OF STILLNESS HE IS FORCED TO ENDURE. IN A CULTURE WHERE PATIENTS TEND TO SHY AWAY FROM SHOWING THEIR DISABILITIES IN PUBLIC, HIRO ACTIVELY PUT HIS BODY ON DISPLAY TO ILLUMINATE THE CRUELTY OF HIS DISEASE.
    HE CALLED OUT TO PEOPLE ON SOCIAL MEDIA TO COME PAINT/DRAW HIM.
    AS A RESULT, ARTISTS OF ALL LEVELS CAME TO PARTICIPATE. PARTICIPANTS AND PASSERSBY SEEING HIS CONDITION WERE SHOCKED INTO CONTEMPLATING THE DISEASE AND THE RAVAGING EFFECTS IT HAD ON PATIENTS. THE FINISHED ARTWORKS COVERED THE WALLS OF THE EVENT GALLERY SPACE, WHICH FURTHER HELPED TO ATTRACT ATTENTION.
    AFTER THE EVENT, THE ARTWORKS WERE DONATED TO END ALS, WHERE THEY BECAME VALUABLE ASSETS TO SPREAD AWARENESS. THE PAINTINGS AND DRAWING WERE DISPLAYED AT VARIOUS PUBLIC SPACES, INCLUDING A TRAIN STATION, AND DIGITALLY SHOWN ON OUTDOOR VISIONS TO SPREAD THE MESSAGE FARTHER.
  • THE BRIEF :
    IT HAS BEEN FOUR YEARS SINCE END ALS WAS FIRST ESTABLISHED, AND TWO YEARS SINCE THE ALS ICE BUCKET CHALLENGE SWEPT THE WORLD IN THE SUMMER OF 2014. THOUGH THE ICE BUCKET CHALLENGE HELPED TO RAISE THE PUBLIC’S AWARENESS OF THE DISEASE, MUCH MORE NEEDED TO BE DONE TO DEEPEN UNDERSTANDING OF THE DISEASE,
    AS PEOPLE ONLY SEEMED TO REMEMBER THE CHALLENGE BUT NOT WHAT IT WAS FOR. IN ORDER TO COMMUNICATE THAT ALS IS A DISEASE THAT TAKES AWAY ONE’S ABILITY TO MOVE, HIRO WANTED TO DO SOMETHING THAT CREATED IMPACT WITHOUT GIVING THE IMPRESSION OF A LECTURE.
  • THE STRATEGY :
    TAKING ADVANTAGE OF THE FACT THAT, IN JAPAN, PEOPLE WITH DISABILITIES TENDED TO HIDE THEMSELVES FROM THE PUBLIC FROM A STRONG SENSE OF SHAME THAT IS DEEPLY EMBEDDED IN JAPANESE CULTURE, HIRO, AN ALS PATIENT CURRENTLY ONLY CAPABLE OF EYE MOVEMENT, DECIDED TO INTENTIONALLY PUT HIMSELF ON DISPLAY TO ILLUMINATE THE CRUELTY OF THE DISEASE AND TO PROVOKE PEOPLE INTO THINKING. WE HAD HIRO APPEAR AT AN OPEN GALLERY SPACE IN TOKYO, WHERE NOT ONLY VISITORS TO THE GALLERY, BUT PASSERSBY COULD CLEARLY SEE HIS CONDITION. THIS WAS A WAY TO SHOCK THE JAPANESE AUDIENCE AND POWERFULLY ENGAGE THEIR ATTENTION. FURTHERMORE, TO FURTHER RAISE AWARENESS, WE HAD HIRO CALL OUT TO PEOPLE ON SOCIAL MEDIA ASKING THEM TO USE HIM AS A SUBJECT FOR A STILL LIFE PAINTING. BY GETTING PEOPLE TO CREATE PAINTINGS AND DRAWING OF HIM, WE AIMED TO EXPAND THE REACH OF THE MESSAGE FURTHER, BY DISPLAYING THE FINISHED WORKS IN NOT JUST THE EVENT VENUE’S GALLERY SPACE, BUT IN VARIOUS OTHER OUTDOOR LOCATIONS. PAINTINGS MAY BE ONE OF THE OLDEST TECHNIQUES OF ARTISTIC EXPRESSION, BUT OUR AIM WAS TO UTILIZE THE ART FORM IN AN INNOVATIVE WAY TO IMPACTFULLY COMMUNICATE THE DEVASTATING EFFECTS OF ALS.
  • THE EXECUTION :
    HIRO, WHO SUFFERS FROM ALS, CALLED OUT TO PEOPLE ON SOCIAL MEDIA ASKING THEM TO COME DRAW/PAINT HIM AS A SUBJECT FOR A STILL LIFE (AS HE CAN NOW ONLY MOVE HIS EYES) AS A WAY TO HELP HIM MESSAGE THE CRUELTY OF HIS DISEASE. THE EVENT TOOK PLACE AT A GALLERY SPACE IN MARUNOUCHI, ONE OF THE BUSIEST PLACES IN TOKYO WITH HEAVY PEOPLE TRAFFIC. PARTICIPANTS AND PASSERSBY THAT SAW HIM IN HIS CONDITION WERE COMPELLED TO THINK ABOUT A DISEASE THEY HADN’T BEEN FAMILIAR WITH AND THE ORDEAL THAT PATIENTS HAD TO ENDURE. THE SIGHT OF HIRO DREW MUCH ATTENTION. ARTISTS OF ALL LEVELS CAME TO PARTICIPATE AND THE FINISHED WORKS COVERED THE WALLS OF THE GALLERY, HELPING TO ATTRACT MORE ATTENTION AND INTEREST. AFTER THE EVENT, ALL OF THE PAINTINGS AND DRAWINGS WERE DONATED TO END ALS, A NON-PROFIT ORGANIZATION FOUNDED BY HIRO. THE ARTWORKS WERE USED TO SPREAD THE MESSAGE EVEN FARTHER BY BEING DISPLAYED AT VARIOUS PUBLIC SPACES, INCLUDING A TRAIN STATION, AND SHOWN DIGITALLY ON OUTDOOR VISIONS. THEY WILL CONTINUE TO SERVE AS A VALUABLE ASSET, HELPING TO SPREAD AWARENESS OF ALS IN A WAY THAT POWERFULLY CONVEYS THE HUMANITY OF PATIENTS.
  • THE RESULT :
    THE VIDEO OF THE EVENT WAS POSTED ON THE END ALS FACEBOOK PAGE ON WORLD ALS DAY, GENERATING 72K VIEWS OVERNIGHT. THE EVENT WAS ALSO COVERED BY JAPAN’S NATIONAL TV CHANNEL FOR ITS DOCUMENTARY TV PROGRAM, AND MULTIPLE MEDIA AND EXHIBITION SPACES OFFERED THE USE OF THEIR SPACE FOR FREE TO DISPLAY THE ARTWORKS. THE SALE OF THE OFFICIAL END ALS T-SHIRT DOUBLED COMPARED TO THE PREVIOUS MONTH. IN THE END, A TOTAL OF $3.8 MILLION WORTH OF EARNED MEDIA WAS GENERATED AND CONTINUES TO INCREASE. PASSERSBY THAT SAW THE EVENT COMMENTED THAT IT MADE THEM FEEL “CONFUSED” OR “UNCOMFORTABLE” EVEN, BUT THAT IT DEFINITELY MADE THEM STOP THEIR FEET. THERE WERE ALSO MANY THAT APPROACHED WITH FROWNING FACES, WONDERING WHETHER IT WAS RIGHT TO TREAT A SICK PERSON IN THIS WAY. WHEN THEY LEARNED OF THE INTENT BEHIND THE STUNT, THEY WERE IMPRESSED BY THE POWER AND IRONY OF THE WAY IN WHICH THE MESSAGE WAS COMMUNICATED. AT THE SAME TIME, IT SHOWED HOW DESPERATE THE SITUATION WAS THAT AN ALS PATIENT TOOK SUCH A BOLD ACTION TO GET HIS MESSAGE ACROSS. IT GOT PEOPLE THINKING AND TALKING.