Cannes Lions
DENTSU, Tokyo / MITSUI & CO. / 2012
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Outcome
Pasted 4,000 wooden figures on the walls of the underground passage and made commuters to be able to take them off and take them back to their offices or home. Wooden figures were out of stock before the rush hour ended.It was featured in the newspaper and also spread through blogs. These figures were subsequently given as presents through newspaper advertisement , CSR Forest Environmental Program, delivering environmental lessons to elementary schools and they became a very important and symbolic item.
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