| Title | GIANT SQUID TEMPURA |
| Brand | HANAMARU |
| Product / Service | FOOD |
| Category | A02. Fast Moving Consumer Goods |
| Entrant | POOL Tokyo, JAPAN |
| Entrant Company | POOL Tokyo, JAPAN |
| Advertising Agency | POOL Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Azusa Tanaka | - | Editor |
| Ai Suzuki | - | Food Coordinator |
| Yoshimasa Shimizu | Digni Photography Inc. | 2dcg |
| Takehiro Hiramatsu | Digni Photography Inc. | Photographer |
| Nobuko Sumimoto | C' | Producer |
| Tohru Takatori | 1?10design/Inc | Flash Developer |
| Shogo Matsuda | 1?10design/Inc | Markup Engineer |
| Hiroko Abe | 1?10design/Inc | Designer |
| Hiroshi Yamanaka | 1?10design/Inc | Digital Director |
| Hisashi Takaoka | 1?10design/Inc | Art Director |
| Kenji Miyauchi | Pool Inc. | Art Director |
| Yoshiyuki Takeda | Pool Inc. | Planner |
| Hiromi Ogaki | Pool Inc. | Planner |
| Reiko Takise | Pool Inc. | Planner |
| Maiko Kobashi | Pool Inc. | Copy Writer |
| Maiko Kobashi | Pool Inc. | Creative Director |
| Satoru Korenaga | Pool Inc. | Executive Creative Director |
| Toshiyuki Konishi | Pool Inc. | Executive Creative Director |
Mission: HANAMARU UDON is a chain udon store famous for tempura. We understands the importance of attracting students during the new school year. Our mission, to create a sensation within two weeks with nearly zero budgets. Solution: We made a two pages website and launch it on April fool‘s day featuring a hilarious news article featuring a 18-meter giant squid tempura. Result: With only this website, more than 250 millions Yen of free media exposure is achieved. In just one week, number of customers had risen by 24,000, profit up 9% and return on investment up 18,900%.