| Title | FAKE PHOTO RELIEVES THIRST FOR INNER PEACE |
| Brand | CALPIS |
| Product / Service | CALPIS OASIS |
| Category | B02. Consumer Products |
| 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 |
This project aims to promote Calpis Oasis, a brand new product launched by Calpis(a.k.a "Calpico"), the leading lactobacillus beverage company in Japan. Aiming office workers in their 20s and 30s as the target, the objective of this project was to promote the notion, "Calpis Oasis is THE DRINK to quench one's thirst." In order to accomplish this mission, we focused on a recent research that, "1/3 of users feel negative by viewing others having fun and posting events on social media" and defined this situation as a moment of "mental thirst" and took advantage of this finding.
The project successfully delineated the products concept of "quenching the thirst of mind and body" and replicated that idea within the domain of Facebook. Therefore, this campaign enabled the participants to properly understand the feature of the product. Moreover, due to the project's drastic nature and going against the public notion of the company image, the project became an instant conversation topic among office workers.
Taking advantage of the fact that the product was launched right before the Japan's longest national holiday week, we also launched a photo editing service, which fakes users' pictures as if they were enjoying their holiday. The service manually photoshoped every photo sent into fake-holiday-enjoying photos, and posted back to users' timeline with different messages. As expected, the pseudo-holiday pictures posted were regarded positively, and quenched users' "mental thirst" by drawing many likes. Also, we introduced the world's first "0 Likes Failsafe Program," which users without any likes became eligible for winning Calpis Oasis, as means to console them.
Provocative contexts/keywords such as "holiday disguise," "hand-done photoshop job," and "0 Likes Failsafe Program" brought a lot of people's attention and gathered over 13,000 tweets, and the project was featured in 111 online news media website, and became the number one hot topic on one of the biggest IT news portal website in Japan. The net coverage became ¥74,750,000 worth of advertisement. The product showed a record-breaking sales, and the client decided to sell this product longer than originally planned. Most of all, we quenched the mental thirst of many adults.