Brief Explanation

To advocate “small but certain happiness”, the brand itself should take real action which allows Dr. Milker to become the brand which can create small happiness for people. Therefore, we held an online campaign - “My Small But Certain Happiness-Daily Life Exhibition” People uploaded their photos of their “small but certain happiness”, and we formed “Small But Certain Happiness Improvisation Team”, the members included creative, illustrator, animator, composer, copywriter and handicraftsman. The Team chose the photos which they had special feelings, and then turned the photos into animations in 24 hours to re-create new “Small But Certain Happiness” for people.

The Brief

Dr. Milker is high quality small-size bottle milk, the brand appeals a unique living attitude for living a better life-“Enjoy the small but certain happiness” (The term,” small but certain happiness”, is from the famous Japanese writer Haruki Muraue)

How the final design was conceived

“Small But Certain Happiness Improvisation Team” would turn the photos which people submit to the campaign site into animations in 24 hours.

Indication of how successful the outcome was in the market

During the 18 days campaign period, the team had created 26 “Small But Certain Happiness” animations. The campaign site totally received 4,246 photos. Total traffic of the campaign site was 182,157. Unique visitors were 72,858. Among the unique visitors, there were 44,753 visitors earned from social sharing.