FUNFAIR IN YOUR MOUTH EVENT

TitleFUNFAIR IN YOUR MOUTH EVENT
BrandEBARA FOODS INDUSTRY
Product / ServiceEBARA VEGETABLE PICKLING BASE
CategoryA03. Ambient media: large scale
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN
Production Company SYNARIO Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki Beacon/Leo Burnett Tokyo Creative Director/Planner
Yasuaki Kakehi Plaplax Planner/Technical Director
Motoshi Chikamori Plaplax Planner
Yongbom Seo Beacon/Leo Burnett Tokyo Accont Planner
Jun Oizumi Beacon/Leo Burnett Tokyo Art Director
Tomohiko Nakano Beacon/Leo Burnett Tokyo Copywriter
Yuya Konishi Synario Event Producer
Shigeru Odashima Synario Event Producer
Yuta Sato Amana Inc. Film Producer
Shuntaro Yoshii Amana Film Producer
Junichi Yamaoka Keio University SFC Device Engineer
Tomonori Oki Beacon/Leo Burnett Tokyo Web Engineer
Kazuhiro Hamakawa Beacon/Leo Burnett Tokyo Web Designer
Choei Torii Beacon/Leo Burnett Tokyo Digital Strategist
Kangarou Suzuki Sound Designer
Motokazu Ono Sound Designer

The Brief

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?

Creative Execution

Japan's leading vegetable marinade manufacturer 'Ebara' wanted to engage young families, drawing attention to the fact that Ebara's sauce can make vegetables more delicious as it removes bitterness from the vegetables, while helping them engage their picky children. So they created a magical way to solve this issue.

Describe the creative solution to the brief/objective.

Introducing 'FUNFAIR IN YOUR MOUTH'. 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 vegetables, they can hear firework blasts, or Race cars zooming around. The brain perceives the conduction, transferred via the teeth and tongue, as a sound signal. Young parents' feedback was very positive to have their kids enjoying vegetables in a fun way.

Results

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. The sales followed. Boosting sales an additional 3% during the event period. Connecting new behavior with unique and memorable experiences, we believe our Funfair in Your Mouth changed kids' mind about their veggies.