HEART BREAK BOX

TitleHEART BREAK BOX
BrandDEFACTOSTANDARD
Product / ServiceBRANDEAR (USED PRODUCT PURCHASE SYSTEM ON WEB SERVICE)
CategoryB04. Consumer Services
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company GEEK PICTURES Tokyo, JAPAN

Credits

Name Company Position
Susumu Namikawa Dentsu Inc. Creative Director
Ikumi Tonosaki Dentsu Inc. Copywriter
Urara Mano Dentsu Inc. Art Director
Akiyo Ogawa Dentsu Inc. Producer
Kota Izuhara Dentsu Inc. Producer
Kojiro Hirokawa Dentsu Inc. Account Executive
Masaki Kanehira GEEK PICTURES INC. Production Producer
Yoko Nishizawa GEEK PICTURES INC. Production Manager
Eri Asahi THE DIRECTORS GUIRD Director
Isamu Gakiya Free Charactor Design
Toru Midorikawa MELODY PUNCH Music Producer
Satoru Kawaguchi Humanite Narrator
Atsushi Yamamoto CORNFLAKES Editor
Mai Otsuki Geek Sight Inc. Editor

The Brief

For every woman "Heartbreak" is one of the biggest concerns. However,there has been no product that empowers women to take the first step to repair her broken heart. So 'Brandear', the online luxury resale, came up with the brand-new idea of "Broken Heart Box" for the women to overcome their lost love positively.

Creative Execution

Since heartbreak is a big deal for women,the service was widely spread by word of mouth. "Broken Heart Box" helped women heal their heart, clean the room. Most importantly, the negative feelings of lost love have been changed into positive ones.

Describe the creative solution to the brief/objective.

With the hook of eye-catching way of overcoming the lost love, women responded to the service through social media as it was originally expected. With "Broken Heart Box", women could sell everything that reminds her of her ex-boyfriend including old photos or letters. This breakthrough service allowed every woman to step forward to find the new romance by letting go of the past love.

Results

For this brand new and positive healing process of "lost love", it was played up by more than 100 media. And, word-of-mouth has been spread among many women and reached 3,000,000 people through Twitter and Facebook postings. "Broken Heart Box" changed the negative feelings of lost love into positive ones.