Beacon Communications wins the Cannes Lions Promo Grand Prix…

Posted on June 23, 2009 at 2:56 am by heloise

This is the extraordinary story of a mining city in Japan called Yubari. Day by day the city went further into debt and declined…Fortunately Beacon Communications (agency affiliated with Leo Burnett & Dentsu) found THE solution to make the situation better : Yubari city had the lowest divorce rate in Japan !

Beacon Communication decided to create a campaign called “No Money But Love” represented by a mascot named “Yubari Fusai” (Fusai means debt and spouse in Japanese). in order to prmote Yubari and help erase the debt…As a consequence tourism rose 10% …

it seems to be a real fairy tale for this city…don’t you think ?

yubari-fusai

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