The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Innovation in Direct
Annual ID
OS_DI17132M
About the Work
In an earthquake-nation like Japan, how security is ensured in the first 10 seconds of the tremor becomes the difference between life and death. To improve people’s fading awareness for disaster defense, we launched a new line of design-driven, dual-purpose helmets chosing the day of March 11, 2016, which marked the five year anniversary of the massive Tohoku earthquake and tsunami. This innovation was introduced to public together with a special website and PR movie. To answer the problem that no one wants to keep around an awkward, bulky helmet in their living space, we made them into stylish home items so they are easy to find when quakes strike. This topic was covered globally and grew into a big conversation on social. It greatly contributed to increasing sales of regular helmets(yearly growth 104%, JPY 300M+) and widely re-established the importance of storing safety helmets.
2017 Awards
Total Points: 5
Merit
Credits
Agency
J. Walter Thompson Japan / Tokyo
Production Company
Onion Inc. / Tokyo
Amana INC. / Tokyo
Art Director
Yusuke Mochizuki
Designer
Shohei Otsuka
Director
Yusuke Tabuki
Executive Creative Director
Go Sohara
Photographer
Yuri Takada
Reiko Tanaka
Writer
Norio Okinojo
Agency Producer
Takumi Ichihara
Riki Kawanami
Kazuaki Endo
Cinematographer
Tetsu Kusuda
Lighting Design
Tatsuro Hata
Product Architect
Tetsuya Tsujimura
Technical Producer
Masayoshi Yambe
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