KISSING SILHOUETTE BOOTH

TitleKISSING SILHOUETTE BOOTH
BrandSIAM HEALTH GROUP
Product / ServiceDENTISTE' ORAL CARE
CategoryA01. Use of Promotional Events & Stunts 
EntrantASATSU-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

Credits

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

Brief Explanation

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.

The Brief

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.

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

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.

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

DENTISTE' created a large lightbox, the Kissing Silhouette Booth in center of Tokyo that casted a silhouette inside the box, giving couples a one of a kind experience, and also giving onlookers a very romantic show. Couples were invited in to demonstrate their love for one another, in a situation where they were seen kissing, but not actually seen kissing. Right after, couples were given a photo of their affectionate moment captured in beautiful silhouette. 3 meters cubic light box became our ambient media, which invited in couple to become our ad while having one of a kind experience.