Short List
Product / ServiceCOCA-COLA
CategoryE01. Social
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company KIRAMEKI Tokyo, JAPAN


Name Company Position
Wataru Takashima Dentsu Inc. Creative Director
Kenjiro Sese Dentsu Inc. Planner
Misa Ueda Dentsu Inc. Strategist
Hideyuki Furuta Dentsu Inc. Strategist
Masaru Kaku Kirameki Inc. Producer
Tomoaki Kumano Kirameki Inc. Producer
Taijin Takeuchi Kirameki Inc. Director
Yasuko Abe Associate Director
Shingo Fujimoto Sinca Inc. Photographer
Tomonori Koga Sinca Inc. Photographer
Chisumi Hasegawa Cultrange Set Designer
Taichi Sato Feat Soccer Advisor
Hikaru Hongu Hongdesignlab. Technical Director
Kotaro Shinagawa Editor
Biss Asaeda Editor
Makoto Hiroki Sound Effects
Takaaki Oshima Image United Art Director
Yuko Ishibashi Production Manager
Shinnosuke Nakamizu Production Manager
Sachie Akashi Dentsu Creative Force Inc. Agency Producer

Creative Execution

Fast, quick, and prompt --- Fast Creative On June 15, in the first half of the Japan-Cote d'Ivoire match, Keisuke Honda scored Japan’s 1st goal, blasting the ball into the top left corner of the net, a Vine in which Coca-Cola bottles played the role of the players was created by adopting stop motion and time slice photography, which made the Vine just as exciting to watch as the actual TV images. 18 minutes after Honda’s goal at a timing suitable for RTs, the compelling content was dispatched.

Achieved more than 7,800 RTs from a single tweet! Vine of Japan’s 1st goal by Keisuki Honda: 7,883 RTs (28th June) #HAPPY STADIUM-related postings: 32,336 RTs in total (22nd July) Achieving more than 7,800 RTs from a single tweet is a significant accomplishment. To our delight, some retweets referenced the speed and quality of the Vine’s creation. Moreover, the digital marketing agency famous for the OREO Blackout Tweet, also exclaimed “GREAT!” We succeed to get lots of "WOW!" and let users share it because of this challenge. It shows Coca-Cola Japan Company engage to users.

Challenge that nobody has ever done before Take on the challenge of achieving great Twitter engagement for a Real Time Tweet. Dispatch 2nd screen content during a 2014 FIFA World Cup game with the aim of achieving thousands of retweets. Providing “made in Japan” 2nd screen entertainment Our goal is to offer a new experience by connecting a sport with online content via a social media platform. The social media service makes it possible for users to share the excitement, as through they are actually in the stadium watching the game rather than watching it alone at midnight in Japan. Three digital skills and the real stadium (1) Target Insight to understand what encourages people to retweet; (2) Social Listening to identify a powerful moment; and (3) Fast Creative to finish creating a Vine in 10 minutes. By utilizing these three advanced skills, dispatch compelling content from “#HAPPY STADIUM.”


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