OPENING GOOD TIMES

TitleOPENING GOOD TIMES
BrandCALBEE FOUR SEAS CO.
Product / ServiceCALBEE
CategoryA02. Dimensional Mailings
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Credits

Name Company Position
Connie Lo Leo Burnett/Hong Kong Chief Creative Officer
Brian Ma Leo Burnett/Hong Kong Executive Creative Director
Alfred Wong Leo Burnett/Hong Kong Executive Creative Director
Forrest Chan Leo Burnett/Hong Kong Creative Director
Eunice Liu Leo Burnett/Hong Kong Senior Art Director/Typographer
Jason Yu Leo Burnett/Hong Kong Art Director/Typographer
Liyo Wu Leo Burnett/Hong Kong Art Director/Typographer
Anderson Wan Leo Burnett/Hong Kong Senior Copywriter
Ray Nam Leo Burnett/Hong Kong Senior Copywriter
Edward Ha Leo Burnett/Hong Kong Group Brand Director
Basil Cheung Leo Burnett/Hong Kong Associate Brand Director
Martin Lee Leo Burnett/Hong Kong Brand Manager
Emile Cheung Leo Burnett/Hong Kong Brand Manager
Pearlie Yiu Leo Burnett/Hong Kong Brand Executive
Ketaki Cadambi Leo Burnett/Hong Kong Strategic Planner
Sheldon Li Leo Burnett/Hong Kong Strategic Planner
Jacky Tong Be Bloom Studio Editor
Kenneth Lee Illustrator
Ching Yuen Wah Photographer
Q-Leg Cameraman

The Brief

Calbee highjacked delivery packages by replacing traditional and boring brown boxes with giant Calbee bags. We knew that consumers who ordered goods online always looked forward to their deliveries with anticipation and excitement, coincidentally the exact same feeling running through them while opening a bag of Calbee. That’s why they were pleasantly surprised when they received a Calbee bag instead of their mail packages, reminding them of the joy that opening a bag of Calbee brings, right at their doorstep.

Creative Execution

We cooperated with express delivery companies and replaced their boring brown boxes with different Calbee packages of various sizes. So the next time you receive a package, you get to experience the joyful opening of a Calbee package. This way, every person in Hong Kong who opened a delivery parcel was given the chance to open good times with Calbee.

Describe the creative solution to the brief/objective.

Calbee has different types of product and flavors that are targeted against the mass. This audience is also increasingly purchasing their day to day goods online - after tracking their shipment for days, the most exciting moment is always when they finally get to open that package. And so, we decided to hijack every opportunity where people and packages unite - and insert the sheer joy of the Calbee experience.

Results

We increased awareness through KOL’s and achieved 2,219,748 impressions. Earned free media coverage in 18 publications and gained 1,202,063 media impressions worth ~ HKD 1,000,000.