| Title | NO PURCHASE, NO FACE CAMPAIGN |
| Brand | NIHON KRAFT FOODS |
| Product / Service | RECARDENT GUM |
| Category | B02. Consumer Products & Services |
| Entrant | ASATSU-DK Tokyo, JAPAN |
| Entrant Company: | ASATSU-DK Tokyo, JAPAN |
| DM/Advertising Agency: | ASATSU-DK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yuya Tanaka | ASATSU-DK INC. | Campaign producer+Planner |
| Naoko Yamaguchi | ASATSU-DK INC. | Planner |
| Yusuke Shimazu | dreamdesign | Creative director+Copy writer+Planner |
| Toyofumi Takahashi | dreamdesign | Art director |
| Eiichiro Oshiro | dreamdesign | Producer |
| Osami Yabuta | femme | photograph |
| Kazunari Suzuki | SuperSonic | Shooting coordinator |
| Shigeki Igawa | ASATSU-DK INC. | Account Executive |
| Emi Tatewaki | ASATSU-DK INC. | Account Executive |
Recaldent "the gum that's good for teeth" for men. But, Japanese men are not very interested in caring for their teeth. So, instead of item description, need to develop a direct appeal campaign to purchase men's desire.
In Japan, dental assistant, a high image of beauty, highly popular occupation of the men. If the dental assistant's face is hidden, it becomes us to watch the real face subjected to the instinct of a man accused of.
We adopted female dental assistants to hide their real faces by masks, for the "No purchase, No face." campaign. Customers who bought the product, can download the mobile application that can be seen women exposed the real face.
41156 downloads of the mobile application. And, almost all the downloads are male purchasers.