Title | BANANART |
Brand | UNIFRUTTI JAPAN CORPORATION |
Product / Service | CHIQUITA BANANA |
Category | B01. Fast Moving Consumer Goods |
Entrant | DENTSU 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 |
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 |
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.
Website URL | Additional URL 1