| Title | FAKE PHOTO RELIEVES THIRST FOR INNER PEACE |
| Brand | CALPIS |
| Product / Service | CALPIS OASIS |
| Category | A02. Fast Moving Consumer Goods |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yohei Mori | Amana | Photo Producer |
| Takuma Aomatsu | Dwarf | Film Director |
| Masatoshi Nagai | Tyo Id | Web Developer |
| Junichi Yoshida | Tyo Id | Web Developer |
| Tomoyuki Tada | Tyo Id | Techncal Director |
| Yui Shimizu | Tyo Id | Designer |
| Masafumi Takeda | Tyo Id | Web Director |
| Homi Ohno | Tyo Id | Production Managaer |
| Yosuke Endoh | Tyo Id | Production Managaer |
| Daisuke Kobayashi | Tyo Id | Production Producer |
| Jun Maeda | Dentsu | Acount Exective |
| Gen Shono | Dentsu | Strategist |
| Toru Suwa | Dentsu | Strategic Producer |
| Togo Kida | Dentsu | Producer |
| Yoshikazu Nagashima | Dentsu | Producer |
| Kana Misawa | Dentsu | Copywriter |
| Yuki Ohtsu | Dentsu | Copywriter |
| Kentaro Sagara | Dentsu | Art Director |
| Noriaki Onoe | Dentsu | Creative Director |
A campaign for "Calpis Oasis," a new beverage launched by Calpis(a.k.a. "Calpico"). In order to promote product's thirst-quenching feature for the mature target, we decided to quench the "mental thirst"(=stressful moments) which they experience by viewing others enjoying themselves on SNS. As means to actualize this, prior to holiday season, we started a photo-editing service which photoshops users' pictures manually as if they're enjoying their holiday. We provided the world's first "0 Likes Failsafe Program." Consequently, this campaign garnered over 13,000 tweets, was featured on 111 news websites, and became the hottest topic on the biggest Japanese IT news portal.