| Title | FUNFAIR IN YOUR MOUTH |
| Brand | EBARA FOODS |
| Product / Service | VEGETABLE SEASONING SAUCE |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kangarou Suzuki/Motokazu Ono | Sound Design | |
| Choei Torii | Beacon Communications K.k. | Digital Strategist |
| Junichi Arakawa/Yuya Murata | Birdman Inc. | Cg Designer |
| Masaya Fukui | Amana Inc. | Cg Designer |
| Ippei Ishihara/Sakiko Ohno | Hue. Inc. | Photographer |
| Tohru Ogane | Designer | |
| Kazuhiro Hamakawa | Beacon Communications K.k. | Designer |
| Yoshihiko Abe/Azusa Tanaka/Gabriel Shiguemoto | Birdman Inc. | Designer |
| Takuro Ito/Naho Okamoto | Birdman Inc. | Project Manager |
| Kosei Motoyoshi | Birdman Inc. | Programmer |
| Kazumasa Tsukamoto | Wolk Inc. | Flash Developer |
| Yuji Tamayama/Kenshiro Nakashima/Shin Jeongsoon | Birdman Inc. | Flash Developer |
| Yuta Sato/Shintaro Yoshii | Amana Inc. | Producer |
| Roy Ryo Tsukiji/Junya Hoshikawa | Birdman Inc. | Interactive Art Director |
| Yongbom Seo | Beacon Communications K.k. | Accont Planner |
| Tomohiko Nakano | Beacon Communications K.k. | Copywriter |
| Nobuaki Arikata | Birdman Inc. | Technical Director |
| Tomonori Oki | Beacon Communications K.k. | Technical Director |
| Jun Oizumi | Beacon Communications K.k. | Art Director |
| Kohei Kawasaki | Beacon Communications K.k. | Creative Director |
It's a pretty universal truth that Children don't like vegetables. Ebara sauce needed to engage a new generation of moms to be aware that Ebara’s sauce can make vegetables more palatable because it removes bitterness from the vegetables.
You just use your mouth to control this game, not the PC mouse. Chomping through virtual vegetables, kids drive jet planes or rollercoasters. Of course we knew we couldn't stop there, we had to get them eating real vegetables. To play the next stage of the game, kids had to ask their mum for any real vegetables. They then show the vegetable to the website as proof. The site recognizes the color of your vegetable. And with each bite sends off a colorful firework blast on the screen and the child's virtual world.
Our Strategy was to create a new kind experience for kids and parents that can change kids’ “suffering” image towards vegetables by using Kids’ biggest fun, “playing games”. We made a game “FUNFAIR IN YOUR MOUTH” where eating vegetables became natural and fun.
With over 2,500,000 virtual vegetables and 25,000 real vegetables registered on the site plus Ebara sales was increased +130%. It is hard to say if we changed kids’ minds about vegetables, but mums are realizing the uniqueness of Ebara Sauces.