| Title | OPENING GOOD TIMES |
| Brand | CALBEE FOUR SEAS CO. |
| Product / Service | CALBEE |
| Category | A05. Use of Ambient Media: Small Scale |
| Entrant | LEO BURNETT HONG KONG, HONG KONG |
| Entrant Company | LEO BURNETT HONG KONG, HONG KONG |
| Advertising Agency | LEO BURNETT HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Connie Lo | Leo Burnett/Hong Kong | Chief Creative Officer |
| Brian Ma | Leo Burnett/Hong Kong | Executive Creative Director |
| Alfred Wong | Leo Burnett/Hong Kong | Executive Creative Director |
| Forrest Chan | Leo Burnett/Hong Kong | Creative Director |
| Eunice Liu | Leo Burnett/Hong Kong | Senior Art Director/Typographer |
| Jason Yu | Leo Burnett/Hong Kong | Art Director/Typographer |
| Liyo Wu | Leo Burnett/Hong Kong | Art Director/Typographer |
| Anderson Wan | Leo Burnett/Hong Kong | Senior Copywriter |
| Ray Nam | Leo Burnett/Hong Kong | Senior Copywriter |
| Edward Ha | Leo Burnett/Hong Kong | Group Brand Director |
| Basil Cheung | Leo Burnett/Hong Kong | Associate Brand Director |
| Martin Lee | Leo Burnett/Hong Kong | Brand Manager |
| Emile Cheung | Leo Burnett/Hong Kong | Brand Manager |
| Pearlie Yiu | Leo Burnett/Hong Kong | Brand Executive |
| Ketaki Cadambi | Leo Burnett/Hong Kong | Strategic Planner |
| Sheldon Li | Leo Burnett/Hong Kong | Strategic Planner |
| Jacky Tong | Be Bloom Studio | Editor |
| Kenneth Lee | Illustrator | |
| Ching Yuen Wah | Photographer | |
| Q-Leg | Cameraman |
For 20 years, Calbee has been the leading snack brand in Hong Kong. People’s love for Calbee goes way beyond the taste itself. The Calbee experience is defined by the moment of excitement when opening the pack. And it is this exact feeling of joyous anticipation that we wanted to exploit and amplify!
We increased awareness through KOL’s and achieved 2,219,748 impressions. Earned free media coverage in 18 publications and gained 1,202,063 media impressions worth ~ HKD 1,000,000.
We cooperated with express delivery companies and replaced their boring brown boxes with different Calbee packages of various sizes. So the next time you receive a package, you get to experience the joyful opening of a Calbee package. This way, every person in Hong Kong who opened a delivery parcel was given the chance to open good times with Calbee.
We found our perfect match in online shopping - after tracking your shipment for days, the most exciting moment is always when you finally get to open that package. And so, we decided to hijack every opportunity where people and packages unite - and insert the sheer joy of the Calbee experience.