POSTER DRAWN WITH 1000 COOKING TOOLS!

TitlePOSTER DRAWN WITH 1000 COOKING TOOLS!
ClientLOTTE CO.
Product / ServiceGHANA MILK CHOCOLATE
CategoryA02. Posters
EntrantASATSU-DK Tokyo, JAPAN
Entrant Company ASATSU-DK Tokyo, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN

Brief Explanation

Over the past 10 years, Japanese teenage girls have fueled a zany fad of exchanging hand-made Valentine’s Day chocolates. Gathering ingredients and tools and practicing for weeks in advance, they stay up all night making chocolates, as many as 100 each! We conveyed this over-the-top teen fad for confirming friendship with this poster image, created with more than 1,000 cooking tools.

The Brief

To create a poster to stimulate Valentine’s Day chocolate demand among youthful female target segment while simultaneously boosting ratio of girls who actually made their own hand-made chocolates.

How the final design was conceived

We assembled a variety of cooking tools and wrapping goods (more than 1000 items!) used to create handmade chocolates with the aim of creating a poster that would serve as a symbolic reference to this over-the-top teenage fad. Using this vast number of tools to convey a girl in existential distress, we aimed to show not only the cuteness, but also the manic over-the-top zaniness of Japanese girls. The tools became symbols of the girls’ impassioned souls.

Indication of how successful the outcome was in the market

The “Ghana Valentine Hand-made Station” chocolate-making workshop publicized by the poster was a popular success, and received extensive media coverage. Ghana milk chocolate retained the No. 1 share of Valentine’s Day season bar chocolate sales for the fourth year in a row, contributing to the widespread belief that “If it’s Valentine’s Day it’s gotta be Ghana Milk Chocolate.”

Credits

Name Company Position
Ayumu Kasuga Art
Koji Matsuzawa Adk Photographer
Yohei Sasaki Tatel Design Inc Designer
Emi Tsuchitani Tatel Design Inc Designer
Kazuya Maeda Tatel Design Inc Designer
Natsue Shimmura Adk Art Director
Mari Hosokawa Copy Writer
Susumu Soga Adk Creative Director
Nozomi Koyano Adk Senior Creative Director