Title | CHILDREN THAT CAN’T SWEAT |
Brand | KIRIN BEVERAGE COMPANY |
Product / Service | KIRIN ALKALI ION WATER |
Category | B01. Education & Awareness |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | J2COMPLEX INC. Tokyo, JAPAN |
Production Company 2 | PICT Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Masayuki Inoue | Dentsu Inc. | Executive Creative Director |
Yukie Tamura | Dentsu Inc. | Creative Director/Art Director |
Satoshi Umeda | Dentsu Inc. | Producer/Creative Director |
Yuna Kayukawa | Dentsu Inc. | Planner/Agency Producer |
Atsushi Otaki | Dentsu Inc. | Planner/Agency Producer |
Miko Sakamoto | Dentsu Inc. | Copywriter/Planner |
Takayuki Suda | Dentsu Inc. | Producer |
Kengo Nogami | Dentsu Inc. | Planner |
Masako Taniguchi | Dentsu Inc. | Planner |
Hidenobu Hoshino | Dentsu Inc. | Account Executive |
Keigo Muto | Dentsu Inc. | Account Executive |
Motofumi Osumi | Dentsu Inc. | Account Executive |
Daigo Sato | Dentsu Inc. | Music Director |
Michiru Muraki | INITIAL INC. | Production Producer |
Hiroyuki Takano | J2COMPLEX INC. | Production Producer |
Yu Sato | J2COMPLEX INC. | Designer |
Toshiyuki Sakayanagi | VARIOUS DIMENSIONS INC. | Production Producer |
Makoto Kobayashi | VARIOUS DIMENSIONS INC. | Production Manager |
Akira Suzuki | PICT INC. | Production Producer |
Kazunori Miura | PICT INC. | Director |
Today, children with low body temperature have increased in Japan. They also sweat much less, which is a serious health problem. We tried to find a way to help children sweat more, and decided to shift from a "drink after sweat" approach, to a "drink water to sweat" approach. As a leading brand of drinking water, “Alkali Ion Water” has launched this project.
We figured that children would have to “drink water to sweat” instead of “drink after sweating”.
We set up numerous events at malls where families were likely to be around. Many children and parents drank water, exercised and sweated. The messages have spread across the storefronts as well.
The campaign turned out to be a big success and became a popular topic on SNS and in the media. It was broadcasted on state-run channel. As a result, it also became one of the most successful communication cases in Japan’s health field. This developing concern for low body temperature raised social awareness to be recognized all over Japan. In numbers… - We counted the total of 256 media exposures. - It was worth about $750,000 in advertising budget. - The sales increased by 40% compared to the previous year.
“Parent-Child Co-sweating exercise” was created for that purpose. “Alkali Ion Water” teamed up with specialists and created 9 exercises that would stimulate perspiration. Since we wanted the parents to be aware of this serious problem, the exercises were designed for not only the child, but also their parents to take part and enjoy.