CRISP CONCERT

Short List
TitleCRISP CONCERT
ClientEZAKI GLICO
Product/ServiceSNACKS
CategoryA07. Use of Music /Sound Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company ROBOT COMMUNICATIONS Tokyo, JAPAN

Creative 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.

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. Reaction of the audience is as follows. "I can’t believe I’ve watched it until the end. It’s the just ad though..." “Cute film like this only Japanese can do... Crisp Concert” “Crisp Concert Is So Good, It Almost Makes Christmas Music Bearable” “Not the ordinary Xmas concert” “Everyone! Look it!! The X'mas songs are played by sweets!!”

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.

Credits

Name Company Position
YASUHARU SASAKI DENTSU INC. Executive Creative Director
HIROSHI KOIKE DENTSU INC.  Creative Director 
KAZUYOSHI OCHI DENTSU INC. Planner / Copywriter 
NARU KUDO DENTSU TEC INC.  Agency Producer 
KENTARO SAGARA ADBRAIN Inc.  Art Director 
YASUHIRO KAWASAKI ROBOT COMMUNICATIONS INC. Producer 
FUMIKAZU MATSUBARA ROBOT COMMUNICATIONS INC. Producer 
TOMOKO NISHIZAKI ROBOT COMMUNICATIONS INC. Production Manager 
KAZUMA IKEDA P.I.C.S. Co., Ltd.  Director 
SHINYA KIYOKAWA INVISIBLE DESIGNS LAB.  Music Director 
YUDAI IWATA INVISIBLE DESIGNS LAB.  Assistant Music Director 
YUKI SEZAKI INVISIBLE DESIGNS LAB.  Assistant Music Director 
KAZUYOSHI KOIKE JaNGLE MooN  Director Of Photography 
NAOKI YOSHIMINE SUI  Art Designer 
FUMIHITO Five Loess Star  Choreographer 
KAZUO DAN MOLIcule moco  Milo operator 
YUSUKE KANEKO ROBOT COMMUNICATIONS INC. Editor 
TOYOKATSU TANNO IMAGICA  Editor 
YASUHITO IZUTSU IZUTSUYA  Sound Effect 
SHIGENARI KATO DENTSU INC. Account Executive 
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