| Title | NODOGOSHI DREAM OF DREAMS |
| Brand | KIRIN BREWERY COMPANY |
| Product / Service | NODOGOSHI-NAMA |
| Category | B02. Consumer Products |
| Entrant | TYO PRODUCTIONS Tokyo, JAPAN |
| Entrant Company | TYO PRODUCTIONS Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Katsuya Yamada | Aiin | Music Producer |
| Toshihiro Hara | Imajica | Mixer |
| Chitoshi Murata | Imajica | Compositer |
| Takanori Imamura | Imajica | Editor |
| Wu Gang | Jackie Chang China | Action Director |
| Yuki Nemoto | Crank Dew | Camera |
| Ng Man Ching | Camera | |
| Tsugihisa Tanaka | Voyger | Director |
| Kyoichi Shibukawa | Tyo Inc. | Producer |
| Takehisa Asahina | Tyo Inc. | Producer |
| Takashi Sakuma | Dentsu Inc. | Campaign Planner |
| Takuma Suga | Dentsu Inc. | Agency Producer |
| Makiko Kusakabe | Dentsu Inc. | Agency Producer |
| Yuji Yamaguchi | Dentsu Inc. | Agency Producer |
| Yukio Hashiguchi | Dentsu Inc. | Copy Writer |
| Satoru Iwashita | Dentsu Inc. | Art Director |
| Makoto Shinohara | Dentsu Inc. | Plannner |
| Atsuhi Oogi | Dentsu Inc. | Art Director/Planner |
| Isojima Takuya | Dentsu Inc. | Creative Director/Copy Writer |
| Ichiro Kamata | Kamata Ad. | Exective Creative Director |
People drink beer to feel good. It frees them to dream. Our idea was to evoke this joy to sell Nodogoshi. We created a campaign in which Nodogoshi makes people’s dreams actually come true on a huge scale. The campaign is called Nodogoshi dream of dreams.
Nodogoshi sales were sluggish. People thought of it as a “bad-tasting beer” because it’s a low-priced, mass market product. So how could we sell a “bad-tasting” beer? We decided not to focus on taste but on the joy experienced when drinking the product.
We interviewed Nodogoshi fans about dreams they had while drinking the product and held an event that realizes these dreams. Subsequently, we used a documentary of the event in an ad campaign including posters, commercials and the Web.
The TV commercial hit the media and topped 1 million hits on YouTube in just 3 days. Fans worldwide began adding subtitles. NODOGOSHI went on to capture the No. 1 share in the market.