| Title | MOON BRANCH PROJECT |
| Brand | DOMINO’S PIZZA JAPAN |
| Product / Service | DOMINO’S PIZZA |
| Category | B02. Consumer Products |
| Entrant | ADK JAPAN Tokyo, JAPAN |
| Entrant Company: | ADK JAPAN Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | ADK JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Toshihiro Kaneyuki | ADK | Executive Campaign Producer |
| Yuya Tanaka | ADK | Campaign Producer/Planner |
| Yusuke Shimazu | Dreamdesign | Creative Director/Copywriter/Planner |
| Koichiro Nishizawa | Dreamdesign | Art Director(Web) |
| Naoki Morikami | Dreamdesign | Art Director(Graphic) |
| Junichi Iwai | Dreamdesign | Web Director |
| Eiichiro Oshiro | Dreamdesign | Web Producer |
| Katsuhiro Nagai | Dreamdesign | Designer |
| Hideki Tagawa | Illustrator | |
| Chiaki Noro | ADK | Account Executive |
| Ayaka Hashimoto | ADK | Account Executive |
From ancient times, otsuki-mi—moon viewing—has been a tradition in Japan. Otsuki-mi originated around the 8th century. Dinners or parties are held in autumn to appreciate the most beautiful moon of the year. Today, otsuki-mi is also a major sales season for which many food items are specially prepared. But because moon viewing is a purely Japanese tradition, pizzas could not join the sales rush. For pizzas to enter the otsuki-mi market, a new and highly topical approach was needed.
Big news was needed to associate Domino’s Pizza with the moon in time for the moon-viewing season. First, we produced a movie to officially announce the “Moon Branch Project”, starring the Domino’s president himself. At the same time, in order to show the company’s serious attitude for this newsworthy project, we collaborated with companies and organizations to make the project possible, and prepared specific ideas such as drawings of the branch, estimated cost to build and a prototype lunar-delivery bike, created by Honda’s chief designer. All these ideas were introduced on Domino’s website.
Such news spread instantly to be picked up by news sites, newspapers, and TV. The project also became hugely topical on social media. The news burst from Japan, generating coverage in over fifty countries around the world. That fact caused another sensation in Japan. And, on the day of otsuki-mi… The Moon Branch Project Memorial Box was launched. All 20,000 boxes sold out in a flash!
Dinners or parties are held in autumn to appreciate the most beautiful moon of the year. Today, otsuki-mi is also a major sales season for which many food items are specially prepared. But because moon viewing is a purely Japanese tradition, pizzas could not join the sales rush. For pizzas to enter the otsuki-mi market, a new and highly topical approach was needed.