Sponsor 
TOKYO, JUNE 11, 2013 – Grey Tokyo has come up with a novel campaign for the NPO Reflection Project. Said campaign aims to get people to pick up trash that is usually ignored – such as cigarette butts, which exemplify trash that as a whole is simply cast aside and left to be.
The team crafted cigarette butts that were many times the usual size, making them impossible to ignore, and distributed a hundred of them in the heart of Tokyo. Those passersby who picked up any of these butts and opened them up found a garbage bag inside with a ‘Thank You’ note on it, as well as an invitation to a succeeding cleanup round.
Agency: Grey Tokyo
Title of campaign: (Cigarette Butts) that makes you want to pick up
Client: NPO Reflection Project
Credits:
Associate Creative Director: Kei Oki
Copywriter: Kei Oki
Senior Art Director: Takeshi Iwamoto
Director: David Shoichi Haruyama
Senior Production Producer: Makoto Kude / Paragon
Assistant Production Producer: Yusuke Kashiwagi / Paragon
