FUNFAIR IN YOUR MOUTH

TitleFUNFAIR IN YOUR MOUTH
ClientEBARA FOODS
Product / ServiceVEGETABLE SEASONING SAUCE
CategoryA10. Typography
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Brief Explanation

Our Strategy was to create a new kind of experience for kids and mums that can change kids’ “suffering” image towards vegetables.

The Brief

Ebara Vegetable Dressing needed to engage a new generation of mums to understand that Ebara’s sauce can make vegetables more delicious.

How the final design was conceived

We made a game “FUNFAIR IN YOUR MOUTH” where eating vegetables became natural and fun. Just use your mouth to control this game, not the PC mouse. Chomping through virtual vegetables, kids can drive jet planes or rollercoasters, play fun word games and can generally be immersed in a fantasy world. Everything in this world has been designed to make vegetables feel fun and exciting.

Indication of how successful the outcome was in the market

Over 2,500,000 virtual vegetables have been chomped on the site. It is hard to say if we changed kids’ minds about vegetables, but mums are realizing the uniqueness of Ebara Sauces. Sales have already increased since launch (+130%).

Credits

Name Company Position
Kangarou Suzuki/Motokazu Ono Sound Design
Choei Torii Beacon Communications K.k. Digital Strategist
Junichi Arakawa/Yuya Murata Birdman Inc. Cg Designer
Masaya Fukui Amana Inc. Cg Designer
Ippei Ishihara/Sakiko Ohno Hue. Inc. Photographer
Tohru Ogane Designer
Kazuhiro Hamakawa Beacon Communications K.k. Designer
Yoshihiko Abe/Azusa Tanaka/Gabriel Shiguemoto Birdman Inc. Designer
Takuro Ito/Naho Okamoto Birdman Inc. Project Manager
Kosei Motoyoshi Birdman Inc. Programmer
Kazumasa Tsukamoto Wolk Inc. Flash Developer
Yuji Tamayama/Kenshiro Nakashima/Shin Jeongsoon Birdman Inc. Flash Developer
Yuta Sato/Shintaro Yoshii Amana Inc. Producer
Roy Ryo Tsukiji/Junya Hoshikawa Birdman Inc. Producer
Yongbom Seo Beacon Communications K.k. Accont Planner
Tomohiko Nakano Beacon Communications K.k. Copywriter
Nobuaki Arikata Birdman Inc. Technical Director
Tomonori Oki Beacon Communications K.k. Technical Director
Jun Oizumi Beacon Communications K.k. Art Director
Kohei Kawasaki Beacon Communications K.k. Creative Director