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 |
---|---|---|
Yohei Irokawa | Tyo Inc. | Prodction Manager |
Katuya Ymada | Aiin | Music Producer |
Toshihiro Hara | Imagica | Mixer |
Chitoshi Murata | Imagica | Compositer |
Noritaka Imamura | Imagica | Editer |
Wu Gang | Jackie Chang China | Action Director |
Ng Man Ching | D.o.p | |
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 |
Takuya Isojima | 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. From 50000 collected dreams, we selected the one least likely to come true: “To become a kung-fu star and co-star with Jackie Chan.”
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.
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.