案例简介：描述活动/条目: 在东京，每年有超过 200万辆自行车被丢弃在街上，但这个问题仍然没有被广泛注意到。随着 COGOO 组织旨在创造干净的城市，我们要提高人们对这一 “看不见” 的问题，更多的 “明显”。 我们将废弃自行车的自行车停车场改造成展示马鞍花的艺术画廊: 一个丑陋问题的美丽解决方案。我们回收马鞍的意外中，让路人停止 “观看” 和 “感觉” 以前的-看不见的问题。 在短短一个月内，展览帮助减少了 40% 的废弃自行车。它还引起了当地政府和他们采取行动。 废弃的自行车变成了艺术品，让人们意识到这个问题被忽视了多长时间，以及这些自行车被遗弃了多长时间。它改变了他们看待废弃自行车的方式。它不仅有路人的注意，但也引起了媒体和我们收到许多采访要求很快就在这个项目的全国新闻。 因此，我们成功地产生了巨大的 pr值利用废弃的自行车，否则没有价值，但需要回收成本。 描述客户的简报: 废弃自行车基本上被忽视的坐在同一地点，一天又一天。 我们的假设是，情况没有改善的迹象，因为这个问题仍然是 “看不见的。因此，我们的挑战是让一个 “看不见的” 问题变得更加 “可见”，同时让人们 “被迫” 看到一些东西 (即警告) 变成他们 “想” 看到的东西。 结果: 仅在一个月内，展览就帮助减少了该地区 40% 的废弃自行车，实际数量约为 12,000 辆。 这一独特的活动出现在各种新闻节目中，媒体价值 (非付费宣传) 超过 1,000,000 美元。这意味着对于一个预算只有 30,000 美元的小活动来说，投资回报率非常高。它还引起了当地政府，并得到了恢复和回收的废弃自行车。我们成功地为一个丑陋的问题带来了一个美丽的解决方案。 执行: 我们把废弃自行车的自行车停车场改造成了展示马鞍花的艺术画廊: 一个丑陋问题的美丽解决方案。首先，我们收集了几十辆废弃的自行车，并将马鞍回收到花盆中，用作不可预见的新媒介。 然后，我们得到了植物学专家的支持，种植快速生长的特殊种子。工厂左侧户外成长下，不同的天气，和几个星期之内, 废弃的自行车成为艺术对象，创造了一个独特的植物画廊，吸引了许多路人的注意力，他们停下来以前所未有的方式 “观察” 和 “感受” 这个无形的问题。此外，我们还通过海报和在线推广艺术品。这个消息迅速传播，废弃自行车的问题成为人们再也不能忽视的问题。 情况: 在东京，200万自行车的处理量每年在城市的街道上，创造巨大的垃圾，交通，以及美观的令人不安的。 COGOO 组织旨在创造清洁城市曾试图解决这个问题，通过使用常规警告标贴告示是不管用的。随着废弃自行车的数量持续增加，COGOO 正在拼命寻找一个有效的、可操作的、开箱即用的想法来提高对这个问题的认识。 战略: 很长一段时间，废弃的自行车是毫不在意的路人。我们意识到，对于有这种感知的人来说，来自第三方的警告通知会被置若罔闻，相反，他们会更容易接受来自受害者自行车本身的信息。 我们的战略不是使用传统媒体，而是将废弃的自行车本身变成一种新的媒体，并以前所未有的吸引人的方式这样做。这不仅会吸引路人，还会吸引媒体，这反过来又会让我们使用废弃的自行车产生高公关价值，否则这些自行车没有价值，但需要回收成本。

案例简介：Describe the campaign/entry: In Tokyo, over 2 million bikes are disposed on the streets every year, but the problem has remained widely unnoticed. With COGOO, an organization aiming to create cleaner cities, we set out to raise people’s awareness by making this “invisible” problem, more “visible.” We transformed bicycle-parking lots with abandoned bikes into art galleries displaying SADDLE BLOSSOMS: A Beautiful Solution to an Ugly Problem. We recycled saddles into an unforeseen medium, making passers-by stop to “watch” and “feel” the hitherto-invisible problem. In just 1 month, the exhibition helped reduce 40% of abandoned bikes. It even caught the attention of the local government and got them to take action. The abandoned bikes turned into art objects allowed people to realize how long the problem had been ignored, and how long these bikes had been left abandoned. It transformed the way they perceive abandoned bikes. It not only got the attention of passers-by, but it also caught the attention of the press and we received numerous interview requests that quickly made this project into nation-wide news. As a result, we succeeded in generating great PR value using abandoned bikes which otherwise had no value but required recycling costs. Describe the brief from the client: The abandoned bicycles went largely unnoticed sitting in the same spot, day after day. Our hypothesis was that the situation showed no signs of improvement because the problem remained “invisible.” So our challenge was to make an “invisible” problem more “visible,” and at the same time to make something people were “forced” to see (i.e. cautionary notices) into something they “want” to see. Results: In just 1 month, the exhibition helped reduce 40% of abandoned bikes in the area, which in actual numbers meant about 12,000 bikes. This unique campaign was featured in various news programs and the media value (non-paid publicity) reached more than $1,000,000. This meant a very high ROI for a campaign with a small budget of $30,000. It even caught the attention of the local government, and got them to recover and recycle the abandoned bikes. We successfully brought to life a beautiful solution to an ugly problem. Execution: We transformed bicycle-parking lots with abandoned bikes into an art gallery displaying SADDLE BLOSSOMS: A Beautiful Solution to an Ugly Problem. First, we collected dozens of abandoned bikes and recycled the saddles into planters to be used as an unforeseen new medium. We then got support from botanical experts to plant special seeds that grow fast. The plants left outdoors grew under the different weather, and in just a few weeks, abandoned bikes became art objects that created a unique plant gallery that caught the attention of many passers-by who stopped to ‘watch’ and ‘feel’ the invisible problem in a way like never before. Furthermore, we promoted the art objects through posters and online. This news spread quickly, and the problem of abandoned bikes became something people could no longer ignore. The Situation: In Tokyo, over 2 million bikes are being disposed on the city streets every year, creating huge litter, blocking traffic, as well as being aesthetically disturbing. COGOO, an organization aiming to create cleaner cities had tried to solve this problem by using regular cautionary stickers and notices but to no avail. With the number of abandoned bikes continuing to increase, COGOO was desperately searching for an effective, actionable, and out-of-the-box idea to raise awareness of this problem. The Strategy: For a long time, the issue of abandoned bikes was of no concern to the passers-by. We realized that for people with such a perception, cautionary notices from a third party would fall on deaf ears, and that instead they would be more receptive to a message coming from the victim bikes themselves. Instead of using traditional media, our strategy was to turn the abandoned bikes themselves into a new medium, and to do so in an unprecedentedly attractive way. This would not only attract the passers-by, but the press as well which in turn would allow us to generate high PR value using abandoned bikes which otherwise would have no value but require recycling costs.

单车上的盛放 | SADDLE BLOSSOMS

案例简介：描述活动/条目: 在东京，每年有超过 200万辆自行车被丢弃在街上，但这个问题仍然没有被广泛注意到。随着 COGOO 组织旨在创造干净的城市，我们要提高人们对这一 “看不见” 的问题，更多的 “明显”。 我们将废弃自行车的自行车停车场改造成展示马鞍花的艺术画廊: 一个丑陋问题的美丽解决方案。我们回收马鞍的意外中，让路人停止 “观看” 和 “感觉” 以前的-看不见的问题。 在短短一个月内，展览帮助减少了 40% 的废弃自行车。它还引起了当地政府和他们采取行动。 废弃的自行车变成了艺术品，让人们意识到这个问题被忽视了多长时间，以及这些自行车被遗弃了多长时间。它改变了他们看待废弃自行车的方式。它不仅有路人的注意，但也引起了媒体和我们收到许多采访要求很快就在这个项目的全国新闻。 因此，我们成功地产生了巨大的 pr值利用废弃的自行车，否则没有价值，但需要回收成本。 描述客户的简报: 废弃自行车基本上被忽视的坐在同一地点，一天又一天。 我们的假设是，情况没有改善的迹象，因为这个问题仍然是 “看不见的。因此，我们的挑战是让一个 “看不见的” 问题变得更加 “可见”，同时让人们 “被迫” 看到一些东西 (即警告) 变成他们 “想” 看到的东西。 结果: 仅在一个月内，展览就帮助减少了该地区 40% 的废弃自行车，实际数量约为 12,000 辆。 这一独特的活动出现在各种新闻节目中，媒体价值 (非付费宣传) 超过 1,000,000 美元。这意味着对于一个预算只有 30,000 美元的小活动来说，投资回报率非常高。它还引起了当地政府，并得到了恢复和回收的废弃自行车。我们成功地为一个丑陋的问题带来了一个美丽的解决方案。 执行: 我们把废弃自行车的自行车停车场改造成了展示马鞍花的艺术画廊: 一个丑陋问题的美丽解决方案。首先，我们收集了几十辆废弃的自行车，并将马鞍回收到花盆中，用作不可预见的新媒介。 然后，我们得到了植物学专家的支持，种植快速生长的特殊种子。工厂左侧户外成长下，不同的天气，和几个星期之内, 废弃的自行车成为艺术对象，创造了一个独特的植物画廊，吸引了许多路人的注意力，他们停下来以前所未有的方式 “观察” 和 “感受” 这个无形的问题。此外，我们还通过海报和在线推广艺术品。这个消息迅速传播，废弃自行车的问题成为人们再也不能忽视的问题。 情况: 在东京，200万自行车的处理量每年在城市的街道上，创造巨大的垃圾，交通，以及美观的令人不安的。 COGOO 组织旨在创造清洁城市曾试图解决这个问题，通过使用常规警告标贴告示是不管用的。随着废弃自行车的数量持续增加，COGOO 正在拼命寻找一个有效的、可操作的、开箱即用的想法来提高对这个问题的认识。 战略: 很长一段时间，废弃的自行车是毫不在意的路人。我们意识到，对于有这种感知的人来说，来自第三方的警告通知会被置若罔闻，相反，他们会更容易接受来自受害者自行车本身的信息。 我们的战略不是使用传统媒体，而是将废弃的自行车本身变成一种新的媒体，并以前所未有的吸引人的方式这样做。这不仅会吸引路人，还会吸引媒体，这反过来又会让我们使用废弃的自行车产生高公关价值，否则这些自行车没有价值，但需要回收成本。

单车上的盛放 | SADDLE BLOSSOMS

案例简介：Describe the campaign/entry: In Tokyo, over 2 million bikes are disposed on the streets every year, but the problem has remained widely unnoticed. With COGOO, an organization aiming to create cleaner cities, we set out to raise people’s awareness by making this “invisible” problem, more “visible.” We transformed bicycle-parking lots with abandoned bikes into art galleries displaying SADDLE BLOSSOMS: A Beautiful Solution to an Ugly Problem. We recycled saddles into an unforeseen medium, making passers-by stop to “watch” and “feel” the hitherto-invisible problem. In just 1 month, the exhibition helped reduce 40% of abandoned bikes. It even caught the attention of the local government and got them to take action. The abandoned bikes turned into art objects allowed people to realize how long the problem had been ignored, and how long these bikes had been left abandoned. It transformed the way they perceive abandoned bikes. It not only got the attention of passers-by, but it also caught the attention of the press and we received numerous interview requests that quickly made this project into nation-wide news. As a result, we succeeded in generating great PR value using abandoned bikes which otherwise had no value but required recycling costs. Describe the brief from the client: The abandoned bicycles went largely unnoticed sitting in the same spot, day after day. Our hypothesis was that the situation showed no signs of improvement because the problem remained “invisible.” So our challenge was to make an “invisible” problem more “visible,” and at the same time to make something people were “forced” to see (i.e. cautionary notices) into something they “want” to see. Results: In just 1 month, the exhibition helped reduce 40% of abandoned bikes in the area, which in actual numbers meant about 12,000 bikes. This unique campaign was featured in various news programs and the media value (non-paid publicity) reached more than $1,000,000. This meant a very high ROI for a campaign with a small budget of $30,000. It even caught the attention of the local government, and got them to recover and recycle the abandoned bikes. We successfully brought to life a beautiful solution to an ugly problem. Execution: We transformed bicycle-parking lots with abandoned bikes into an art gallery displaying SADDLE BLOSSOMS: A Beautiful Solution to an Ugly Problem. First, we collected dozens of abandoned bikes and recycled the saddles into planters to be used as an unforeseen new medium. We then got support from botanical experts to plant special seeds that grow fast. The plants left outdoors grew under the different weather, and in just a few weeks, abandoned bikes became art objects that created a unique plant gallery that caught the attention of many passers-by who stopped to ‘watch’ and ‘feel’ the invisible problem in a way like never before. Furthermore, we promoted the art objects through posters and online. This news spread quickly, and the problem of abandoned bikes became something people could no longer ignore. The Situation: In Tokyo, over 2 million bikes are being disposed on the city streets every year, creating huge litter, blocking traffic, as well as being aesthetically disturbing. COGOO, an organization aiming to create cleaner cities had tried to solve this problem by using regular cautionary stickers and notices but to no avail. With the number of abandoned bikes continuing to increase, COGOO was desperately searching for an effective, actionable, and out-of-the-box idea to raise awareness of this problem. The Strategy: For a long time, the issue of abandoned bikes was of no concern to the passers-by. We realized that for people with such a perception, cautionary notices from a third party would fall on deaf ears, and that instead they would be more receptive to a message coming from the victim bikes themselves. Instead of using traditional media, our strategy was to turn the abandoned bikes themselves into a new medium, and to do so in an unprecedentedly attractive way. This would not only attract the passers-by, but the press as well which in turn would allow us to generate high PR value using abandoned bikes which otherwise would have no value but require recycling costs.

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单车上的盛放 | SADDLE BLOSSOMS

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