| Title | GLICO REALTIME MOSAIC SELFIE |
| Brand | SHANGHAI EZAKI GLICO FOODS CO. |
| Product / Service | SWEETS |
| Category | A04. Targeted Ambient Media: Large Scale |
| 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 |
This is a machine that mosaic face, movements and words in real time. Through this machine, children were able to directly express gratitude that was hard to convey face to face to their fathers. The campaign increased the opportunities for young people to have direct communication with their fathers and the smiles of family were spread out.
We were able to spread the thought of Glico, the smile, to the world utilizing the high cognitive product Pocky. We carried out pre-warming-up of the event on social media from June 9.During the 6 days from June 16 to June 21, the event was held with a real-time mosaic selfie machine. The pictures of footage of the event have been uploaded in digital media at anytime.
Youth is the main target of Glico. Although Glico wants to effectively increase their fans, the current situation is that consumers only recognize Pocky. On the other hand, the targets, living in digital era, are always seeking for exciting experiences. Through Pocky, we created an experience that the targets can resonate with using real-time mosaic selfie machine，aiming to make fans of Glico.
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.