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アキュビュー® スポ Xコン応援団|ACUVUE® Illegible Signboards

CLIENT
ジョンソン・エンド・ジョンソン ビジョンケア カンパニー|Johnson & Johnson Vision Care Company
LAUNCH
Jun. 19. 2016

スポーツに取り組む中高生をターゲットに、自分の視力への"気づき"を与えるため、検査表型の「読めない看板」を制作。若者の視力が常にワースト3に入る"目が悪い県"北海道を舞台に、スポーツ強豪校が密集する札幌市東区内の民家や飲食店など全25か所を掲載場所とした。「スポーツと視力」にまつわる内容を軸としながらも、「銭湯」「パン屋」などの掲出先には、そこにふさわしいメッセージを制作。街中心部の巨大OOHでは「見えてますか?キミの夢。」というコピーの下に、ターゲットが見据える"夢"を極小文字で配置し、道行く人の興味を集めた。この様子は、地元TV番組や新聞、Webニュースなどで報じられ話題となった。 (PR: Prap Japan)

In order to raise awareness of the importance of keeping good eyesight amongst the target, high schoolers engaged in sports, we created “illegible signboards” in the form of “eye chart” with letters gradually shrinking. Being one of the worst three prefectures in terms of eye sight level of the youth, Hokkaido was chosen to carry out this ambient ad. 35 signboards filled the neighborhood of Higashi-ku (Sapporo), Hokkaido, known to have many schools with strong sport teams. All signboards spoke about “sports and eye sight” but carried a different approach and message around the topic most relevant to each location. At station concourse, a giant OOH was placed with a copy, “Do you have a clear vision of your dream?” followed by tiny letters that spelled out the various “dreams” that the target is envisioning. This ambient ad attracted much attention of people passing by and became a featur

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視力も、実力。