FUNFAIR IN YOUR MOUTH CAMPAIGN

TitleFUNFAIR IN YOUR MOUTH CAMPAIGN
BrandEBARA FOODS INDUSTRY
Product / ServiceEBARA VEGETABLE PICKLING BASE
CategoryE01. 360 Brand & Identity Experience
EntrantBEACON/LEO BURNETT Tokyo, JAPAN
Entrant Company BEACON/LEO BURNETT Tokyo, JAPAN
Advertising Agency BEACON/LEO BURNETT Tokyo, JAPAN
Production Company BIRDMAN Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki Beacon/Leo Burnett Tokyo Creative Director/Planner
Jun Oizumi Beacon/Leo Burnett Tokyo Art Director
Tomohiko Nakano Beacon/Leo Burnett Tokyo Copywriter
Yongbom Seo Beacon/Leo Burnett Tokyo Account Planner
Choei Torii Beacon/Leo Burnett Tokyo Digital Strategist
Tomonori Oki Beacon/Leo Burnett Tokyo Technical Director Web)
Nobuaki Arikata BIRDMAN Technical Director Web)
Yasuaki Kakehi Plaplax Technical Director Event)
Yuta Sato/Shuntaro Yoshii Amana Producer Visual)
Yuya Konishi Synario Producer Event)
Roy Ryo Tsukiji/Junya Hoshikawa BIRDMAN Art Director Web)
Junichi Yamaoka Keio University SFC Engineer Event)
Kazuhiro Hamakawa Beacon/Leo Burnett Tokyo Designer
Kangarou Suzuki/Motokazu Ono Sound Designer
Ippei Ishihara/Sakiko Ohno Amana Photographer
Yuji Tamayama/Kenshiro Nakashima/Shin Jeongsoon/Kazumasa Tsukamoto BIRDMAN Flash Developer Web)
Kousei Motoyoshi BIRDMAN Programmer Web)
Yoshihiko Abe/Azusa Tanaka/Gabriel Shiguemoto BIRDMAN Designer Web)
Masaya Fukui/Junichi Arakawa/Yuya Murata Amana Cg Designer Web)

Brief Explanation

It's a universal truth that Children don't like vegetables. They would rather not put vegetables in their mouth. How can we get them to at least try vegetables? Ebara's sauce can make vegetables more delicious as it removes bitterness from the vegetables, while helping them in engaging their picky children. So we created a magical way to solve this issue.

The Brief

Ebara is Japan’s leading vegetable marinade manufacturer. Unfortunately, they are slipping in popularity and sales. Ebara feels young kids are now tend not to eat vegetable compare to old days. So, they wanted to engage a new generation of families, drawing attention to the fact that Ebara’s sauce can make vegetables more delicious as, it removes bitterness from the vegetables. Our Strategy and goal was to talk and interact with them directly and try to solve a universal problem that Children don’t like vegetables. Creating a magical way which are using digital and physical attractions where eating vegetables became natural and fun.

How the final design was conceived

Firstly, using face recognition software, we created a way to monitor the mouth’s movement to control and participate in an interactive PC game. As you travel through the various scenarios, like jet plane rides or rollercoasters, you chomp through virtual vegetables. This was achieved through facial recognition software that recognizes mouth movements. Secondly, we built new attractions inside theme parks across Japan. Collaborating with a professor of technology, we invented a Virtual Reality device that turned regular vegetables into action packed excitement with a new way of utilizing bone conduction technology, which turns vibrations on the bone into sound. Through the connected vibration conductor, when kids bite the vegetables, they can hear firework blasts, or race cars zooming around.

Indication of how successful the outcome was in the market

The unique technology and surprising experience captured the hearts of adults as well as kids and had an explosive PR effects, equivalent to 75 million yen in advertising costs. Here is what happened in the 1st month of campaign period: ・Archived 117,117 PV ・Earned over 1,000 Facebook Like ・32% increase in Ebara’s Facebook fans ・Earned over 600 Comments in Facebook and Twitter ・Over 90,000 total reach inside theme parks ・2,600 children’s participations ・Archived 12,700 vegetable marinade sampling And, importantly, Ebara sales increased during the campaign period by 30%. Connecting new behaviour with unique and memorable experiences, we believe our Funfair in Your Mouth changed kids’ mind about their veggies.