"COOLER with HORROR" is a PR campaign for the horror movie "SADAKO 3D". It was based on the expression, popular Japan, that "when we hear a scary story, it chills us."

We made very effective, scary posters -- so frightful even that they we would jolt people with cooling chills immediately when they caught sight of them. (Our posters used the ghost character Sadako, also featured in the film SADAKO 3D.)

Regarding our idea to connect these posters to global warming, the government also jumped on the idea. They allowed us to make promotional tools on government web pages, and to promote the campaign at government hosted public events. We even visited the Minister of Environment to give him a scare, and updated his Facebook. In the end, they even made this project a national policy.

Finally, we promoted the idea that room temperatures be kept at 28 degrees Celsius in movie theatres.

Almost every major TV show introduced the event, we achieved over four hundred million yen worth of media exposure. Sadako 3D2 also ended up being shown on as many screens as Startrek which was likewise released in the summer of 2013.