The “GUNTIE” ProjectStep1.We designed dirty image work gloves into a fashionable safety symbol. And we named it “GUNTIE”.STEP2We sold an adult-sized “GUNTIE” at $5, which was 20 times higher than the average market price and used the sales proceeds, to produce and distribute a free pair to every first grader in Ueda City.STEP3We made this project into a “social campaign for children’s safety” and announced news that created buzz. In addition, we explained the importance of this social campaign and the mayor of the city and well-known popular celebrities participated for free.

The social campaign was covered by many media outlets, including YAHOO! Top News (a 30-minute TV show) and was ranked No.1 in Google searched word ranking.

As a result, the advertising effect was estimated to be over 3.5 million US Dollars only for a month.

In the end, we succeeded to hand out child-sized “GUNTIE” to every first grader in Ueda city on Christmas Day.

By wearing their “GUNTIE”, children took their hands out of their pockets because they wanted to show their fashionable “GUNTIE” to others. They were able to spend their winter holiday cheerfully and safely.