|Title||CELEBRATION WITH CHARACTER BENTO|
|Brand||SONY COMPUTER ENTERTAINMENT|
|Product / Service||PLAYSTATION3|
|Category||A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company||HAKUHODO Tokyo, JAPAN|
|Advertising Agency||HAKUHODO Tokyo, JAPAN|
|Yuhei Ito||Hakuhodo Inc.||Art Director|
|Ryutaro Hayashi||Hakuhodo Inc.||Creative Director/Planner|
The year of 2012 is the 25th anniversary of Final Fantasy and Metal Gear which are the great games Japan has produced. We came up with an idea of making the surpring anniversary gifts from the fans with love and gratitude to the genius game producer who made so many fans excited.
We believe that this game campaign was a one of a kind idea with a very high quality which nobody had seen before. It expressed the love and gratitude we always wantd to accomplish. This campaign was a great success since a wide range of people including the game producers and fans were really moved by its quality and became very popular.
'BENTO' is not only the boxed lunch but the tool of expressing love in Japan. We have picked the most loved characters throught the social and made the 'Ultimate BENTO' by duplicating the characters with the best ingredients and show the love and gratitude towards the game producer with fans.
This event was exposed in more than 200 news media such as in the Top News on Yahoo! Japan, the biggest portal site and became a big hit.