A scale-shaped poster was created for hanging poster ads in trains. A conventional plastic bottle was placed on one side, and a new light bottle on the other to demonstrate how bottles were lightened (and reduce transport energy and raw materials). An accurate moving scale was made, and the bottles rocking with the train caught the eyes of passengers. Many touched the ad to see if one bottle was really lighter than the other.

To gain maximum effect and exposure with a small budget, we went for something challengingly unprecedented. It turned out that many people touched the ads on trains and many media forms picked them up, giving ¥100 million in publicity. Overall, we succeeded in reporting Suntory’s environmental activities in an impressive way.