Following the Great East Japan Earthquake and Tsunami of 2011, Toyama Prefecture-based packaging company Sakura Paxx found that its contributions to the relief effort provided the impetus to reassess its corporate ethos and implement organizational reforms. In April 2016 disaster struck again, as a series of powerful earthquakes rocked Kumamoto Prefecture on Japan’s western Island of Kyushu. The disaster left 204 dead and 2,671 seriously injured, also causing widespread devastation to buildings and infrastructure, including the historic Kumamoto Castle. Seen as an important symbol for the recovery of the region as a whole, the restoration of this iconic local landmark is expected to take as long as 20 years to complete, at an estimated cost of 63.4 billion yen. This initiative aimed to leverage unique expertise gained from the packaging business, to provide ongoing support for the restoration of Kumamoto Castle and ensure that recovery in Kumamoto is not forgotten.

The act of purchasing and assembling the model, before using it as an ornament in the home or office was framed as a “Build-your-own donation” to the restoration of Kumamoto Castle. The challenge of assembling the model in the quickest time possible was used as the theme for a promotional video, while a charity event aimed at the general public was also held at Tokyo’s Roppongi Hills retail complex. The promo video and footage from the event were shared online, and presented to various media in a freely editable format in order to stimulate steady coverage that extended beyond the launch and the period of the event itself. Aside from one local newspaper advertisement in Toyama Prefecture, where Sakura Paxx is based, the campaign chose to forgo conventional advertising in favor of earned, owned, and shared media.