The Brief

This project aims to promote Calpis Oasis, a thirst quenching product by Calpis (a.k.a "Calpico"), the leading Japanese lactobacillus beverage company. Aiming office workers in their 20s/30s as the target, the objective of this project was to promote the feature, "Calpis Oasis is the drink to quench adult's thirst." So, we focused on a research, office workers are desperate for “esteem needs” such as being commended, and took advantage of this finding to quench the thirst of working class. In order to meet their esteem needs, we built a scheme which anybody can build a statue, as a symbol of authority.

Creative Execution

Meeting the esteem needs by taking advantage of the symbol of authority! By creating a system which anybody can easily build a statue, a symbol of authority, many office workers were able to meet their esteem needs.

Describe the creative solution to the brief/objective.

The world’s first original 3D statue development service! Under the notion that the greatest form of accolade is to have a statue built, we developed a service that once you post your photo, generates a 3D data of the statue, and also sends you the physical copy of the model. Moreover, the service simultaneously created photos which photoshoped the statue into actual sceneries. As soon as they went on social media, they quenched “mental thirst” by gathering a lot of admiration.

Results

Enabling the users to understand the product feature of “quenching thirst for both mental and body.” By creating a statue, the user was able to meet the esteem needs, also gain a lot of admiration by uploading the statue on social media. As a result, this enabled the user to further understand the product. Moreover, due to the project's drastic nature and going against the public notion of the company image, the project became an instant conversation topic among office workers.