| Title | KISSING SILHOUETTE BOOTH |
| Brand | SIAM HEALTH GROUP |
| Product / Service | DENTISTE' ORAL CARE |
| Category | A07. Use of Events and Stunts |
| Entrant | ASATSU-DK Tokyo, JAPAN |
| Entrant Company | ASATSU-DK Tokyo, JAPAN |
| Advertising Agency | ASATSU-DK Tokyo, JAPAN |
| Production Company | LAFESTA Tokyo, JAPAN |
| Production Company 2 | DREAM CHASER Tokyo, JAPAN |
| Production Company 3 | AMANA Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| NAOHIRO TOGAWA | ADK | Creative Director |
| CHIHIRO KURINAMI | ADK | Communication Planner |
| KENSHIRO SUZUKI | ADK | Communication Planner |
| TETSUFUMI TAKEI | ADK | Art Director |
| MARI HOSOKAWA | ADK | Copywriter |
| KEISUKE ICHIKAWA | ADK | Account Director |
| TAKAHARU KATO | ADK | Account Manager |
| KEIKO NAMIHISA | ADK | Account Executive |
| HIDEKI SAKAMOTO | ADK | Account Executive |
| SUSUMU SOGA | Dream Chaser | Director |
| YAHMAN | Freelance | Cinematographer |
| YAHMAN | Freelance | Editor |
| SHUNSUKE NISHIOKA | lafesta | Production Producer |
| MUNETOSHI MATSUO | ZEAL Associate | Production Producer |
| RAIYA MORI | ZEAL Associate | Director |
| YASUAKI MIURA | Freelance | Photographer |
| MAKOTO UEDA | amana | Production Producer |
| MINAMI IIYAMA | amana | Production Manager |
| TAKAYUKI YAGINUMA | Freelance | Cinematographer |
DENTISTE’, a global toothpaste brand with a unique proposition fresh kiss, wanted to increase awareness in Japan using kiss as a key visual for its promotion. However, unlike Western countries, public displays of affection are less prevalent in Japan. In fact, it is often frowned upon. Although young people dream of romantic situations just as their beloved anime, kissing in public is still quite taboo. To challenge this taboo, DENTISTE’ created a large lightbox in center of Tokyo that casted a silhouette outside, giving couples a one of a kind experience, and also giving onlookers a very romantic show.
Public displays of “filtered” affection aroused instant curiosity, and along with a post event movie, kissing silhouette was carried by online news, the blogosphere, and social networks, viewed in more than 120 countries, with a total media reach of more than 5,502,000+. Sales of toothpaste went up 110% from the previous month, after launching the movie. Post event movie was uploaded couple weeks after the event.
Post event movie was uploaded couple weeks after the event.
Main target: Female 20-30 Sub target: Male 20-30 Couples were invited in to demonstrate their love for one another, in a situation where they were seen kissing, but not actually seen kissing. Kissing Silhouette Booth was an ambient media which target audience wanted to see and also participate in and share on SNS.