| Title | PRIVATE CANDLE |
| Brand | HAAGEN DAZS |
| Product / Service | ICE CREAM |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | JWT JAPAN Tokyo, JAPAN |
| Entrant Company | JWT JAPAN Tokyo, JAPAN |
| Advertising Agency | JWT JAPAN Tokyo, JAPAN |
| Advertising Agency 2 | 1-10DESIGN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shunsuke Kotani | 1-10design.inc | System Engineer |
| Nana Nakamura | 1-10design.inc | Markup Engineer/Flash Developer |
| Teruaki Tsubokura | 1-10design.inc | Programmer |
| Hiroyuki Kubo | 1-10design.inc | Designer |
| Kenji Maruyama | 1-10design.inc | Director |
| Hiromitsu Chiba | Rizing Inc. | Editor |
| Kazuyo Maruoka | Rizing Inc. | Retoucher |
| Hiroshi Ishikawa | Hue Inc. | Photographer |
| Makoto Kokubun | - | Food Stylist |
| Wataru Nakata | Amana Inc. | Producer |
| Maemi Kobayashi | Happiness Within Co. Ltd | Communication Design Planner |
| Tomonori Kaneko | Jwt Japan | Account Supervisor |
| Daisuke Miura | Jwt Japan | Associate Account Director |
| Kyohei Nakajo | Jwt Japan | Senior Management Director |
| Yuichiro Saito | Jwt Japan | Communication Design Producer |
| Hironaga Yai | Jwt Japan | Senior Planning Director |
| Kaoru Yabe | Jwt Japan | Copywriter |
| Kazuya Tanino | Jwt Japan | Art Director |
| Shinsuke Sawasaki | Jwt Japan | Creative Director |
| Shizuka Aizawa | Jwt Japan | Senior Creative Director |
This novel approach spread through SNS in a flash. For the month which the app was launched, the total sales of Haagen-Dazs increased by 14% over last year. Further, it successfully suggested the value of enjoying uninterrupted time to the current society that has a tendency to remain overly connected.
We provided an app "to be disconnected" on a smartphone, which originally is a media for “connecting". This approach created buzz and has spread interpersonally via SMS auto-reply function and socially via SMS auto-posting function which was set in the app.
Our challenge was to create an environment where you can fully indulge in the deliciousness of the premium ice-cream, Haagen Dazs, at your leisure without interruption. What drew our attention was a smartphone which forces us to connect with others. In order to shut off all communication including incoming calls, SMS and SNS and create some private time, we developed a mobile candle app called ‘Private Candle’. The app provided a luxurious time to disconnect from the world and concentrate on enjoying Häagen-Dazs.