| Title | MOUTH |
| Brand | TURNER INTERNATIONAL JAPAN ,INC. / JAPAN CABLE TELEVISION, |
| Product / Service | CNNJ UNIQUELY JAPAN |
| Category | A06. Self Promotion |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Entrant Company: | I&S BBDO Tokyo, JAPAN |
| Design/Advertising Agency: | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tsuyoshi Nishimura | I&S BBDO Inc. | Creative Director |
| Takahiro Sakai | I&S BBDO Inc. | Copywriter |
| Kiyoyuki Enomoto | I&S BBDO Inc. | Copywriter |
| Sei Sugiyama | I&S BBDO Inc. | Art Director |
| Yosuke Yamauchi | I&S BBDO Inc. | Account Producer |
| amana images | amana images | Image company |
A promotion for a TV program featuring Japanese people succeeding overseas, such as professional golf player Ryo Ishikawa and Japanese national team soccer player Keisuke Honda.
We created a pocket tissue printed with a big mouth all over the package, giving the impression that the mouth is going to be open soon.
With the copy "At last, they are ready to speak, " we created the excitement for the audience. We also printed promotional copy on the tissue papers inside.
The tissues distributed in town went viral online and created a buzz on Twitter. Also, the week that the program featured the golf player Ryo Ishikawa received higher view rating than previous weeks, thereby achieving high ROI.