Title | SPARKLE YOUR IMAGINATION |
Brand | KIRIN BREWERY |
Product / Service | HYOKETSU |
Category | A08. Broadcast Design and Graphics & Digital Design |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
2nd Design/Advertising Agency: | RHIZOMATIKS Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Akio Morita | Dentsu Inc. | Creative Director/Copy Writer |
Daito Manabe | Risomatics | Creative Director/Creative Technologist/ |
Mikiko | Choreographer/Stage Director/Visual Director | |
Hiroyasu Kimura | Risomatics | Art Director/Planner |
Yasukazu Uchida | Dentsu Inc. | Creative Director/Agency Producer |
Yuna Kayukawa | Dentsu Inc. | Agency Producer/Planner |
Noboru Nishino | Dentsu Inc. | Agency Producer/Planner |
Yasushi Ezoe | Dentsu Inc. | Account Executive |
Satoshi Horii | Rhizomatiks | Interactive Designer/Flash Developer |
Satoru Higa | Rhizomatiks | Technical Director/Visual Programmer |
Yoshikazu Yoshikawa | Bow | Flash Developer |
Kentaro Mito | Rad | Markup Engineer |
2bit Ishii | Bufferrenaiss | System Engineer/Programmer |
Takcom | Pics Management | Movie Director/Motion Graphic Designer |
Takahiko Kajima | Pics | Movie Producer |
Keisuke Iizuka | Sound Designer | |
Akira Miwa | Mcray Cg | Cg Designer |
Yosuke Kobayashi | Kitchen Sink | Designer |
Fujinari Tsutsumi | Dentsu Inc. | Copywriter |
Hidefumi Kokubo | Tow | Producer |
Need to enhance recognition by consumers after they have forgotten the surprise of the product function. HYOKETSU has its crystal package and sparkling taste. To remind its concept and product, we should offer some exciting experience related to the "Sparkling Surprise"product.
Need to communicate "SPARKLING SURPRISE" and make people surprise again because years after its initial launch of the product, there’s not any more amazement among consumers toward the product.
At first, we picked Perfume, a Techno-Pop girls' group who has a sparkling image and well known for their futuristic performance and created mixture of "Real and Virtual"on web site to give consumers a big surprise. Because this collaboration has never existed before, the design came out to be "Sparkling Surprise" to consumers.
"The campaign information spread explosively among 22 million people on SNS. AR cans were sold limitedly as an extended product of this campaign and as a result, one third of the adult population of 27 million cans were vanished from the store shelf right away.