Title | BANANART |
Brand | UNIFRUTTI JAPAN CORPORATION |
Product / Service | CHIQUITA BANANA |
Category | B01. Use of Digital in a Promotional Campaign |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | VANCRAFT Tokyo, JAPAN |
Production Company 2 | UNOU-JIKENN INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Katsunori Yasuhara | DENTSU INC. | Creative Director |
Yuuki Nakatsuji | DENTSU INC. | Agency Producer |
Ayami Moteki | DENTSU INC. | Planner |
Kohei Rachi | DENTSU INC. | Web Planner |
Masanori Kimino | VANCRAFT CO., LTD. | Producer |
Wataru Fujihira | VANCRAFT CO., LTD. | Art Director |
Takayuki Watanabe | VANCRAFT CO., LTD. | Web Director |
Masami Kondo | VANCRAFT CO., LTD. | Designer |
Jiro Kageyama | UNOU-JIKENN INC. | Director |
Masahiro Kurokawa | UNOU-JIKENN INC. | Production Producer |
ENDCAPE | Freelance | Artist |
Mayu Wakisaka | Freelance | Musician |
We are working to revitalize Chiquita brand which has the longest history in Japan of any banana brand produced in the Philippines. By implementing a multifaceted campaign with “bananart” – pointillistic art utilizing the discoloration effect of the peel – as the core content of our communication strategy, we believe we can increase awareness of the Chiquita brand.
We have developed and released “bananart” – pointillistic art utilizing the discoloration effect of the peel – as content representing the brand. In order to raise awareness and deepen understanding, we have also conducted a dietary education program in elementary schools across the country to allow students to experience “bananart” firsthand, and created a banana-based animated film that traces the journey the bananas take from the farms in the Philippines where they are produced through their transportation to Japan.
Result: Movie views: 1.2 million (YouTube, etc) Facebook: About 100,000 Likes (campaign total) Free Publicity: US$ 1,800,000 Brand Awareness: ×20
Step 1 – Interest generation: Developing “bananart” as a communication icon, transmitting via social media channels Step 2 – Experience/understanding: Providing a virtual “bananart” experience via the web Step 3 – Message communication: Conducting a dietary education program; creating and transmitting the world’s first banana-based animated film