“Dear Japan, from Phuket”, a video made to give strength to the people in Japan who were devastated by the March 11 2011 Northeast Pacific earthquake, has been recognised with the Grande Lotus Roots award at Adfest 2012 this week. The film was made immediately after the earthquake by creatives and a director attending an advertising festival in Phuket, with planning and shooting carried out while on location. Initially launched on the Web, the film was soon picked up by broadcast media entities and corporate. The film was featured on a TV program by IBC, a television station in one of the disaster-affected regions. AEON, a nationwide supermarket chain, showed the video on digital signage. The film was aired in the devastated regions as the first TV commercial ever in Japan to have attracted 15 sponsorships: American Home Assurance, Otsuka Foods, CreCla, KOSÉ, SCALP D, SUBARU, DANONE, TOSHIBA, naive, Häagen-Dazs, Volkswagen, Meiji Yasuda Life Insurance Company, Meganeichiba, Mercedes-Benz Japan, MORINAGA MILK. Surveys indicate that just over 50 percent of people in the disaster affected regions were shown the film.
Click on the image below to play the Dear Japan, From Phuket video (English subtitles) in YouTube (HD)
The Dear Japan, From Phuket campaign was developed at Hakuhodo Kettle, Tokyo, by executive creative director Kentaro Kimura, creative director Kazuaki Hashida, producers Hiroo Uwabo, Ippei Ishibashi and Ai Yamamoto.
Music was by Hitottobi Shudan and Ai To Hana.