Title | WORLD PRINCESS CONFERENCE |
Brand | CADBURY JAPAN |
Product / Service | RECALDENT SMART TIME GUM |
Category | A01. Food Products |
Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Entrant Company: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Advertising Agency: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Production Company: | PARAGON Tokyo, JAPAN |
Credits | |
Creative Director | Yohei Irie |
Copywriter | Yoshiya Saito |
Planner | Masaya Abe/Midori Nissato/Yoshiya Saito |
Director | Shunichiro Miki |
Producer | Makoto Kude/Kiyotaro Kihara |
Sound Design/Arrangement | Backslash |
Art Director | Masaya Abe/Midori Nissato |
This campaign was launched on the web and in stores. This gum was founded upon a new concept of “supporting people who are feeling hungry,” and the project was conceived from the assumption that “every lady is a princess.” This ad is interesting because we found the true feelings of imaginary princesses sounded more real than the true feelings of real target, women in their 20s and 30s.