| Title | THE 70 NUANCES OF "NO" |
| Brand | COCA-COLA COMPANY (JAPAN) |
| Product / Service | KARADA MEGURI CHA DETOX TEA |
| Category | B02. Consumer Products & Services |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yuka Tsukada | Dentsu Inc. Tokyo | Creative Director |
| Hiroyo Kanehako | Dentsu Inc. Tokyo | Associate Creative Director |
| Hiroshi Koike | Dentsu Inc. Tokyo | WEB planner |
| Ryoko Ishibashi | Dentsu Inc. Tokyo | Copywriter |
| Tetsuya Tsukamoto | Dentsu Inc. Tokyo | Art Director |
| Maiko Yamaguchi | Dentsu Inc. Tokyo | Agency Producer |
| Hiroko Kunimasa | Dentsu Inc. Tokyo | Account Executive |
| TOHOKUSHINSHA FILM CORPORATION | Production Company | |
| IMJ Corporation | Production Company | |
| BIRDMAN | Production Company | |
| Masamichi Kani | TOHOKUSHINSHA FILM CORPORATION | Production Producer |
| Saemi Midorikawa | Production Producer(WEB) | |
| Yumiko Ito | Film Director | |
| Masafumi Sanai | Cinematographer | |
| Roy Tsukiji | WEB Designer | |
| Akio Kuze | Interactive Director | |
| Yoichi Kanazawa | Interactive Director | |
| Hiroki Murata | Interactive Director |
Problem: Japanese women are not good at saying what they really feel. Especially when it comes to saying 'NO'.Issue: Detox what women really feel and think.
For women with high levels of dependency on cell phones, we developed a completely new set of extremely short 'movie emoticons' for text messaging. Featuring 70 varying emotions, expressed through just one word 'NO'.
Word of mouth, especially through Social Networking Services and Twitter, helped spread recognition amongst women, our target demographic, and beyond, resulting in 2 million downloads , successfully catapulting the sales of the product.
1) Why 'movie emoticons' for cell phones? --> Because the Japanese love texting and everyone uses emoticons to visually express their feelings. 2) Why 'NO'? --> Because 'NO' means much more than just 'NO' in Japanese.