| Title | THE DECORATED CAKE |
| Brand | GLAXOSMITHKLINE |
| Product / Service | AQUAFRESH EXTREME CLEAN WHITENING PLUS |
| Category | A01. Direction |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency 2 | HAKUHODO CREATIVE VOX Tokyo, JAPAN |
| Production Company | TYO INC Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kenta Ikoma | Hakuhodo Creative Vox | Creative Director |
| Naoto Ichikawa | TBWA\HAKUHODO | Copywriter |
| Yoshihiro Kono | TBWA\HAKUHODO | Art Director |
| Sayaka Ohno | TBWA\HAKUHODO | Account Supervisor |
| Mamiko Hikichi | TBWA\HAKUHODO | Account Executive |
| Shunichi Takano | TYO Productions1 | Executive Producer |
| Tatsuhiro Ishikawa | TYO Productions1 | Producer |
| Yuhei Mano | TYO Productions1 | Production Manager |
| Kintaro Asato | TYO Productions1 | Production Assistant |
| Kazuma Kitada | TOKYO | Director |
| Shingo Ikeura | Freelance | Lighting |
| Aki Kasai | CARNIVAL | Art |
| Takaya Yamamoto | Office Hara | Art |
| Chisumi Hasegawa | CULTRANGE | Art |
| Yoshitaka Honda | Blink | Offline Editor |
| Toshiro Nishiwaki | IMAGICA | Online Editor |
| Seijiro Mori | IMAGICA | Colorist |
| Naoya Mochizuki | IMAGICA | Mixer |
| Tomoaki Hoshi | PLUS SOUND | SE |
| Sei Shoko | Shoko Sei | Stylist |
The best cake decorator in Japan makes a beautiful & meticulous decorated cake which is 100% made of toothpaste. This project demonstrates that Aquafresh Extreme Clean Whitening Plus's whip is truly creamy as never before, in a spectacular and entertaining way to reach our core target consumers, which is 20-30 female. After hundreds of experiments, we finally get to the point where purely 100% toothpaste turns into almost real whip cream. It helps the former part of the movie to make audience think that this movie is all about “sweets".