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  • SUB CATEGORY :
    USE OF EVENTS
  • ENTRANT COMPANY :
    DENTSU INC., TOKYO
  • TITLE :
    PEOPLE-POWERED LOGO
  • BRAND :
    JAPANESE PARA POWERLIFTING FEDERATION
  • ADVERTISER :
    JAPANESE PARA POWERLIFTING FEDERATION
  • AGENCY :
    DENTSU DIGITAL INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    HIROKI NAKAMURA/HISASHI TANAKA
  • CREATIVE DIRECTOR :
    SAYAKO ISHIDA
  • ART DIRECTOR :
    SAYAKO ISHIDA/MIKI IIJIMA
  • COPYWRITER :
    ADAM GOTHELF/KEI OKI/MASAHIRO NAKAI
  • AGENCY PRODUCER :
    YOSHIYUKI DOBASHI/YUTA IWANAMI/YASUNOBU SAKATA
  • DESIGNER :
    NAMI HOSHI/YASUKO MASAMURA/HANAKO YANO/
    SHOHEI BOKOI/SAKI KATSUKI/TAICHIRO SAO/
    NANAMI KATAYOSE
  • PROGRAMMER :
    YUTA KUDA/KAZUSHIGE NAKAYOSHI/CHIE KIKUZATO
  • ACCOUNT EXECUTIVE :
    YUSUKE KAZAMA
  • PLANNER :
    RYUICHI ISHIKAWA
  • OTHER CREATIVE CREDITS :
    TAKAHIRO HAYASHI
  • MEDIA AGENCY :
    DENTSU INC, TOKYO
  • FILM PRODUCTION COMPANY :
    HAT INC., TOKYO
  • DIRECTOR :
    HARUNA TAKAHARA
  • PRODUCTION MANAGER :
    ERI KITAJIMA
  • CAMPAIGN SUMMARY :
    All the world’s sports are made possible by big corporate sponsors. The big logos everyone recognizes: from hamburgers to sedan makers to comfy shoes. However, minor sports and para athletics aren’t getting the same critical logo love that keeps awareness alive. For instance, in Japan, especially after the Tokyo 2020 Paralympics, many para-athletes' organizations struggle to spread awareness of their events due to funding difficulties, and some of them are expected to lose tens of millions of yen in revenue. So what can we do to raise the money, attention, and fan support without a sufficient budget for marketing assets?
    Instead of having para sports rely only on major corporate sponsors for jersey sponsorship, we can democratize sport sponsorship to let people directly purchase team logos so passionate fans can directly support the athletes and broaden revenue and support. Using a very close connection through the skin that athletes are wearing with the supporter’s name, the athletes are empowered by fans to perform their best, and supporters get the priceless experience of cheering on players in jerseys with their own logo on them. Moreover, athletes wear these jerseys to events such as the All-Japan Championships, so supporters can see their names through the media and feel as if they are participating in the games with them.
    With our success, we are thrilled to now offer our fan-powered sponsorship platform to everyone as part of our next phase in the 'Support Minor Sports Globally' initiative.
  • CREATIVITY/IDEA/INSIGHT :
    Instead of having para sports rely only on major corporate sponsors for jersey sponsorship, we can democratize sport sponsorship to let people directly purchase team logos so passionate fans can directly boost up the athletes and to broaden revenue and support. Using a very close connection through the skin that athletes are wearing with the supporter’s name, the athletes are empowered by fans to perform their best, and supporters get the priceless experience of cheering on players in jerseys with their own logo on them. Moreover, athletes wear these jerseys to events such as the All-Japan Championships, so supporters can see their names through the media and can feel as if they are participating in the games with them.
  • STRATEGY :
    Jersey sponsors caught our attention. The jersey has been considered a sacred space, but for a minor sport that had lost all its sponsors, this was a medium that could create chance. For fans and athletes alike, jerseys are special but sponsor logos are just a “necessary thing” but more impersonal. Now, fans get an invaluable experience by being connected directly to the jersey, and the athletes can perform better by receiving their cheer from the closest distance from their own skin. Crowdfunding is a very meaningful way to raise support, but until now it has been difficult to clearly see the effect of fan’s support and it has been hard to raise support funds. We thought that visualizing the support of fans on the jersey, which can also be seen in the media, would create motivation for funding.
  • EXECUTION :
    Crowdfunding allows fans to create their own logo and place it directly on the athlete's jersey. We have created a system that makes it easy for anyone to create their own logo by simply typing their name and choosing a color and font with personalized cheerful expressions using AI. The logo creating template is based on beautiful Japanese patterns made to collage at large scale, so there is no need to worry about the visuals losing harmony with so many appearing on one jersey. These Japanese patterns symbolize good luck and all logos unite together to form one tonality like a kimono, contrasted with the more “incongruous” placement of a brand sponsor on a jersey. The “made with love” logos spread across the athlete's whole jersey, letting the athlete feel the direct energy of their supporters charge through their whole body to wish them great success in sports.
  • RESULT :
    ●Crowdfunding achieved 230% of the target amount, regaining attraction of 2 corporate donations.
    ●Jerseys with 100 logo patterns were distributed to 54 para-powerlifting athletes.
    ●The campaign shone a light on Para-competitions amidst the adversity of the Tokyo Paralympics post 2020Olympics decline.
    ●Crowdfunders filled 1/3 venue of all Japan Championships.
    ●Advertising value equivalent was more than $1.05 MM.
    ●Donations rose from 0 to $17,487.
    ●Youtube channel subscribers increased by 140%.
    ●News media covering the Championships increased sixfold compared to last year.
    ●78 web media outlets covered.
    ●4 major articles in nationwide newspapers, including the front page.