DRESS

TitleDRESS
ClientPERFETTI VAN MELLE EXPORT FAR EAST JAPAN REPRESENTATIVE OFFICE/KRACIE FOODS
Product / ServiceFRISK MINTS
CategoryA01. Food Products
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN
Production Company:AOI ADVERTISING PROMOTION Tokyo, JAPAN
2nd Production Company:CAVIAR Tokyo, JAPAN

Brief Explanation

Mint confectionery market in Japan has been saturated over the past decade, and while all the other competitors are claiming new flavors and functions, FRISK has been expressing the emotional benefit of mint. We had been building communication on the brand tagline “sharpens you up,” and demonstrated how FRISK mint can clear your mind and makes you become sharp. Audiences well accepted this branding and it was time to elevate the level of communication. We moved on to grander message, that FRISK commemorates human beings for coming up with ideas everyday, with sharpened mind. This “Origin of Idea“ campaign depicts this benefit through telling fictional stories of the moment when inventions are created. It shows that everything we use today was born out of somebody’s idea, and the brand ultimately encourages and praises people, how all of our small ideas can have potential to affect our future.

Credits

Name Position
Hiroyuki Nagami Executive Creative Director
Tetsuya Toyoda Creative Director
Osamu Oshima Copywriter
Chihiro Akimoto Art Director
Toshihiro Yoshii/Kei Kaneko Account Supervisor
Hajime Ushioda/Keisuke Mizusako Producer
Frank Devos Director
Yusaku Yasuda Editor
Aiin Co. Ltd. Sound Design/Arrangement
Imagica Corp. Post Production
Ruben Impens Cameraman
A.j. Croce Music
Ayako Kano Account Manager
Yuichiro Horie Planner
Imagica Corp. EditingCompany
Sayaka Ito (Coordinator) Other Credits