| Title | HAJIKERU JACKSON |
| Brand | COCA-COLA JAPAN |
| Product / Service | SPRITE |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Entrant Company: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Advertising Agency: | TAG TOKYO Tokyo, JAPAN |
| 2nd Advertising Agency: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Seiji Shiramizu | Tag Tokyo | Creative Director |
| Tetsuya Kinouchi | Tag Tokyo | Planner |
| Naoto Nishio | Tag Tokyo | Planner/Art Director |
| Shiko Murai | Tag Tokyo | Planner/Art Director |
| Sayaka Ota | Tag Tokyo | Planner/Copywriter |
| Teruhisa Yoshida | Deepblues | Producer |
| Riku Sakamoto | Deepblues | Producer |
| Tetsuya Akama | Deepblues | Producer |
| Takashi Tsuji | Deepblues | Director |
| Takashi Tsuji | Deepblues | Photographer |
| Thiyea Project | Thiyea Project | Computer Graphic |
| Hata Decorative Art/K.k./ | Hata Decorative Art/K.k./ | Art Coodination |
| Petz | Petz | Art Coodination |
| Stackers | N/A | Music |
| Shunsaku Mayama | N/A | Action Directive |
This Character does not play the friendly “hero”. Nor does he mention the word “delicious”. This character does not “fit” inside the media. He embarked on a journey. This is Sprite “DIS” integrated campaign. He is HAJIKERU JACKSON, who traveled on foot all over Japan to spread the excitement of Sprite. Total distance was 5000km. Total time was 92 days. The daily journey was uploaded on his website. People encountered was 15 million. His alone, but one and only journey “DIS” integrated into the media extensively involving millions. It became “integrated” as one single nation - wide campaign.
From the northernmost tip of Hokkaido, Cape Souya, to the southernmost tip of Okinawa, Cape Kiyan, the activities of the journey were reported and updated daily on the campaign’s video website and MIXI, a popular SNS site in Japan.
The quintessence of excitement, Hajikeru Jackson, representing the visualization of the high carbonic content of Sprite, traveled over a period of 90 days to spread excitement across Japan. The campaign was executed through real and virtual communications, sending the entire nation into a spiral of excitement.