The Campaign

In Japan, there is a strong prejudice that confectionary are insignificant foods which children eat. Social standing position is low so that it was a difficult circumstance to make people know the brand for a wide range of generations. In addition, to set the Christmas season as an executed date made a great chance because it brings various opportunities to eat snacks and sweets with family and friends.

Results

"Crisp Concert" performs Christmas Song medley which composed by using raw sound of snacks. [Challenge / Objectives / Strategy] People in Japan have various opportunities to eat snacks and sweets with their family and friends during Christmas season. Glico, the leading Japanese confectionery company, wants people to be aware of their variety goods, and its taste. Definition of tasty confectionery is not only determined its texture and taste but SOUND is also one of the significant element. Therefore, we’ve produced an unprecedented musical brand film which makes people smile in a moment by using snacks. [Execution] The brand film is, to play Christmas song medley such as Jingle Bells, Joy to the World! the Lord is come, and We wish you a Merry Christmas, using the real snack crisp sound. We first analyzed all Glico’s confectionery’s sound, and picked up 26 suitable items as instrument out of over 100 Glico’s line-up. In addition, we have rescreened those items for melody parts and rhythm parts. At last, we needed two months to create the sound of the octave by controlling the form of the mouth, the place that sweets hold, temperate and and power adjustment.

So many people shared their sensation. For example, their comments are following. "It took two months to make one octave in the confectionary sound!? Such an extraordinary work ...lol" "I can’t believe I’ve watched it until the end. It’s the just ad though..." "Abnormally high quality of reproducibility and the sound analysis. Movie was also designed to not feeling deja vu. Very simple plan but great example of craft." “Cute film like this only Japanese can do... Crisp Concert” “Crisp Concert Is So Good, It Almost Makes Christmas Music Bearable” “Everyone! Look it!! The X'mas songs are played by sweets!!”

The film created quit a buzz all over the world, and highly-praised by 187 media such as TVs and websites. Total Reach : 5200K+ Total Views : 575,801 So many people tweeted and shared the topic.

1.“Sound”, one of the significant elements for tasty confectionery has proved to convert Glico’s brand image from just a confectionery company into the entertainment by making simple content without any of the sound change. 2.We made the content with no advertising message which people can experience to get sympathy of “Confectionary makes people smile involuntarily.” 3.The content are fully included Corporate Identity so it’s able to spread out itself.