Short List
Product / ServiceCHIQUITA BANANA
CategoryB01. Fast Moving Consumer Goods
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company VANCRAFT Tokyo, JAPAN
Production Company 2 UNOU-JIKENN INC. Tokyo, JAPAN

Creative Execution

Step 1 – Interest generation: Developing “bananart” as a communication icon, transmitting via social media channels Step 2 – Experience/understanding: Providing a virtual “bananart” experience via the web Step 3 – Message communication: Conducting a dietary education program; creating and transmitting the world’s first banana-based animated film

Result: Chiquita™ climbed to 3rd from 4th in Japan’s banana market share in 2014, reclaiming the position for the first time in about two decades. Free Publicity: US$ 1,800,000 Brand Awareness: ×20 

Re-branding project of "Chiquita", the oldest banana trading company in Japan. Developed “BANANART”, drawing picture on banana peel using black made phenomenon and corrosion.It became popular topic among mothers with children, who are the main target of this promotion, as an branded content with which parents and children could easily enjoy, and as the result, Chiquita replaced third leading company in Japanese banana market with "Del Monte” for 20 years.


Name Company Position
Katsunori Yasuhara DENTSU INC. Creative Director
Yuuki Nakatsuji DENTSU INC. Agency Producer
Ayami Moteki DENTSU INC. Planner
Kohei Rachi DENTSU INC. Web Planner
Masanori Kimino VANCRAFT CO., LTD. Producer
Wataru Fujihira VANCRAFT CO., LTD. Art Director
Takayuki Watanabe VANCRAFT CO., LTD. Web Director
Masami Kondo VANCRAFT CO., LTD. Designer
Jiro Kageyama UNOU-JIKENN INC. Director
Masahiro Kurokawa UNOU-JIKENN INC. Production Producer
ENDCAPE Freelance Artist
Mayu Wakisaka Freelance Musician
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