Title | OPENING GOOD TIMES |
Brand | CALBEE FOUR SEAS CO. |
Product / Service | CALBEE |
Category | D01. Fast Moving Consumer Goods |
Entrant | LEO BURNETT HONG KONG, HONG KONG |
Entrant Company | LEO BURNETT HONG KONG, HONG KONG |
Advertising Agency | LEO BURNETT HONG KONG, HONG KONG |
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 |
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.
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.
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.
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.