| Title | GLICO REALTIME MOSAIC SELFIE |
| Brand | SHANGHAI EZAKI GLICO FOODS CO. |
| Product / Service | SWEETS |
| Category | A09. Innovative Use of Technology |
| Entrant | BEIJING DENTSU ADVERTISING Beijing, CHINA |
| Entrant Company | BEIJING DENTSU ADVERTISING Beijing, CHINA |
| Advertising Agency | BEIJING DENTSU ADVERTISING Beijing, CHINA |
| Production Company | IMG SRC ADVERTISING PLANNING SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| HIROAKI TANAKA | Beijing Dentsu Advertising Co., Ltd. | Integrated Communication Planning Director |
| KAZUKI TSUBURAKU | Beijing Dentsu Advertising Co., Ltd. | Executive Creative Director of CDC |
| MANABU HOSHINO | Beijing Dentsu Advertising Co., Ltd. | Senior Creative Director |
| XIAOCHUN CHEN | Beijing Dentsu Advertising Co., Ltd. | Assistant Creative Director |
| WEIWEI CHEN | Beijing Dentsu Advertising Co., Ltd. | Senior Copy Writer |
| AKIKO MASUDA | Beijing Dentsu Advertising Co., Ltd. | Senior Account Director |
| QIANQIAN HUANG | Beijing Dentsu Advertising Co., Ltd. | Senior Account Assistant |
| TAN SI | Beijing Dentsu Advertising Co., Ltd. | Creative Director |
| SHINJI TAKAHASHI | Shanghai IMG SRC Advertising Planning co., ltd. | Producer |
| WANG QIAOZHEN | SP Live International Shanghai Promotions & Promotions&Plan Co., Ltd. | Executive Manager |
| CHIHIRO KAJIKAWA | Pyramidfilm Shanghai | Producer |
| SYUNSAKU ISHINABE | Shanghai IMG SRC Advertising Planning co., ltd. | Technical Director |
| DONG QI | PYRAMIDFILM SHANGHAI | Producer |
| KANEKO KENICHIRO | SP Live International Shanghai Promotions & Promotions&Plan Co., Ltd. | Producer |
“Interactive, real time, mosaic, selfie machine” We created innovative, interactive installation made with more than 1,000 packages of Pocky and motors. When people stand in front of it and express their emotion through movement, words, and body language, packages reacts real time and create mosaic image of the person. Because their appearance is expressed in mosaic art, it becomes more indirect. Thus, people feel less shy and express their love to their father more. Meanwhile, they can enjoy this unique selfie themselves.
277% more young people expressed their love to father. Video got 2.05 million views on youku and iqiyi. It ranked in TOP5 of Weibo’s hottest topic, 51.569 million views. Followers increased 50,572 on WeChat.The most importantly, we created the situation where Glico makes family smile.
The brand awareness of Glico is low and fan base is limited, although its product Pocky is very well known. On the other hand, in China, a bond of family is of most importance. However, it seems that it’s difficult for young people to express gratitude to their fathers who are dignified in family and only 1/8 of the people celebrate father’s day compared to mother’s day. People are more likely to open up their feeling when they are not facing with each other, and when anonymous. How can we utilize Pocky and create an experiment contents to celebrate father’s day?