Cannes Lions
DENTSU, Tokyo / MITSUI & CO. / 2012
Overview
Entries
Credits
Execution
To symbolise that life is created in forests, laser cut-outs of animal figures were produced from thinned wood from Mitsui's forests. The featured animals are mainly endangered species that inhabit Mitsui's forests. The animal figures were designed so people looking at them could picture the animals living in the forest, feel the warmth of natural wood by touching them, and feel at peace by smelling the fragrance of cypress. In other words, they would appeal to people's senses of sight, touch and smell. On the back of the animal figures are the Mitsui company logo and the message, "Made from thinned wood from Mitsui's forests" engraved by laser. Thus, they also serve the publicity and branding.
Outcome
4000 wooden figures were pasted on the wall of an underground passage and commuters were able to take them off and take them back to their offices or home. Wooden figures ran 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 advertisements, the CSR Forest Environmental Program, and lessons on the environment to elementary schools. They became a very important and symbolic item.
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