CASE STUDY: Google helps restore memories to earthquake victims

Aim
The tsunami wiped out not only people's houses, but also photos and movies that were stored in tapes, albums and computer hard disks. Many memories were lost, conversely making it difficult for people to look to the future and progress with their lives. The challenge was to 'recover the memories' of the victims.

Execution
The central concept was a project uniting everyone to bring back the memories lost in the disaster.
A website was created where the victims could submit details of the memories they wished to recover. In additon, 45 post boxes were installed at the disaster site, enabling written submissions in cases where the internet was not available. The content was then uploaded onto the website. Requests were spread across Japan through banner ads, newspaper ads and TVCs. A system was created whereby people could respond to victims' requests by uploading photos and movies onto YouTube and Picasa in an effort to restore the lost memories and give hope to those in need.

Results
People all over Japan participated in the initiative, with the website attracing more than 5 million page views. More than 20,000 photos and movies where gathered, demonstrating Google's premise that the online world has the power to improve the physical world. The project is ongoing.

Credits
Client: Google Japan
Agency: Hakuhodo Kettle/Hakuhodo
ECD: Kentaro Kimura
CD: Kentaro Kimura/Keiichi Motoyama
Copywriter: Hitoshi Sakamoto/Yasutaka Ide
Art director: Yusei Kakizaki
Planner: Kazuaki Hashida/Hideaki Ooki/ Koji Baba/Kento Suga
Interactive planner: Masashi Kawashima/Ken Miura/Jerome Senaillat
Agency producer: Koji Takahama/Takehiko Kawakubo/Genta Ito/Yoshihiro Kajiwara
Production: Aoi Advertising Promotion
Director: Hiroki Ono
Producer: Tamon Yakushiji/Kohei Matsuda