| Title | MOST DISLIKED DUO BACK IN JAPAN |
| Brand | MARS JAPAN |
| Product / Service | SNICKERS |
| Category | A07. Celebrity Endorsement |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Entrant Company | I&S BBDO Tokyo, JAPAN |
| Advertising Agency | I&S BBDO Tokyo, JAPAN |
| PR Agency | PLATINUM Tokyo, JAPAN |
| Production Company | NIBAN-KOHBOH PRODUCTIONS CORP. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshihisa Ogata | I/S BBDO | Exective Creative Director |
| Masaki Honda | I/S BBDO | Creative Director/Planner |
| Sei Sugiyama | I/S BBDO | Art Director/Planner |
| Tatsuro Kumaki | I/S BBDO | Planner |
| Dota Kawai | I/S BBDO | Event Producer |
| Kanou Ishikawa | Niban/Kohboh | Producer |
| Makoto Aoki | Niban/Kohboh | Producer |
| Yoshitomo Yao | Niban/Kohboh | Manager |
| Kan Eguchi | Koo Ki | Director |
| Toshikatsu Yamamoto | Freelance | Lighting |
| Takahiro Konomi | Freelance | Cameraman |
| Rie Aoki | Freelance | Hair Artist |
| Yumiko Nagai | Freelance | Stylist |
| Syunsuke Kakuuchi | Freelance | Editor |
| Aki Maetani | Freelance | Editor |
| Waon Masutomi | Freelance | Mixer |
| Space Hyakka | Space Hyakka | Coordinator |
| Naoyuki Nakagawa | Platinum Inc. | Pr Producer |
| T.a.t.u | T.A. Music | Actress |
| Mark Ootaki | Office Osawa | Narrator |
10 years ago, the female pop duo t.A.T.u. was at the height of their global popularity. And they were “big in Japan” too. But when they toured Japan, they shocked Japanese people with their selfish behavior on a famous music TV show. They became the poster children for selfish, indulgent celebrity behavior and disappeared from Japanese media. By understanding the cultural context between Japanese people and certain celebrities, we maximized the PR effectiveness. Use the scandal-hit celebrity duo t.A.T.u. for our TVC and bring them back to Japan after 10 years' interval. -More than 300 published articles detailing their return in various mediums. -Earned more than six million dollars in PR value. -SNICKERS sales increased 25% from the previous year.
By understanding the cultural context between Japanese people and certain celebrities, we maximized the PR effectiveness.
-More than 300 published articles detailing their return in various mediums. -Earned more than six million dollars in PR value. -SNICKERS sales increased 25% from the previous year.
Use the scandal-hit celebrity duo t.A.T.u. for our TVC and bring them back to Japan after 10 years' interval.
10 years ago, the female pop duo t.A.T.u. was at the height of their global popularity. And they were “big in Japan” too. But when they toured Japan, they shocked Japanese people with their selfish behavior on a famous music TV show. They became the poster children for selfish, indulgent celebrity behavior and disappeared from Japanese media.
By understanding the cultural context between Japanese people and certain celebrities, we maximized the PR effectiveness.