| Title | MUKKU CHLLENGE |
| Brand | MORINAGA & CO. |
| Product / Service | WIDER IN BAR |
| Category | A11. Casting |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company | HAKUHODO Tokyo, JAPAN |
| Advertising Agency | HAKUHODO Tokyo, JAPAN |
| Advertising Agency 2 | HAKUHODO PRODUCTS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ryota Haraguchi | HAKUHODO | Creative Director |
| Kennosuke Minami | HAKUHODO | Account Executive |
| Kosuke Orimo | HAKUHODO Products | Producer |
| Masataka Okada | HAKUHODO Products | Production Manager |
| Kentaro Kauchi | HAKUHODO Products | Director |
| Kazunori Noda | KOKIHIHUMI | Cameraman |
| Kennichi Ito | Free | Art Director |
| Takuma Hujisaki | Hanazumi Office | Art Director |
| Akira Nonaka | HAKUHODO | Casting |
GACHAPIN is the most famous character in Japan that has been challenging many kinds of sports. His buddy, MUKKU, always has been next to GACHAPIN and cheered him up. This is the TV Commercial series in which MUKKU tries to do sports for the first time in 40 years history and shows us grand failures. We see MUKKU, beginner athlete, is doing exercises with tremendous efforts, then in slow motion in the last cut, a protein chocolate bar and product copywriting will be appealed.
Most Japanese are tend to be prejudiced that “protein are for machos and only athletes drink it”, even among many Japanese who enjoy exercises like running or fitness. To wipe out that kind of image through this campaign, we intend to use mascots that are far related to athletes. For instance, Gachapin, which is one of the most popular character in Japan, will challenge to many different sports and beside him, his partner Mukku will send out a message by saying “Protein is needed to all people who exercise.”