Product / ServiceCHIQUITA BANANA
CategoryB01. Use of Digital in a Promotional Campaign
EntrantDENTSU 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

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Result: Movie views: 1.2 million (YouTube, etc) Facebook: About 100,000 Likes (campaign total) Free Publicity: US$ 1,800,000 Brand Awareness: ×20 

Explain why the method of promotion was most relevant to the product or service

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