Title | FRAGILE |
Brand | PERFETTI VAN MELLE EXPORT FAR EAST JAPAN REPRESENTATIVE OFFICE/KRACIE FOODS |
Product / Service | FRISK MINTS |
Category | A01. Food Products |
Entrant | TBWA\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 |
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 |
Ruben Impens | Lighting |
A.j. Croce | Music |
Ayako Kano | Account Manager |
Yuichiro Horie | Planner |
Ruben Impens | Director Of Photography |
Imagica Corp. | EditingCompany |
Sayaka Ito (Coordinator) | Other Credits |
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.