Short List
Product / ServiceHEARTLAND BEER
CategoryG02. Illustration
Idea Creation DENTSU INC. Tokyo, JAPAN


Name Company Position
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Yu Ooga Dentsu Creative X Inc. Producer
Hiroshi Koike DENTSU INC. Plannner / Creative Director
Arata Kubota DENTSU INC. Art Director
Shinya Nakamura DENTSU INC. Copy Writer
Yasuhiro Tsuchiya DENTSU INC. Planner
Yasushi Ezoe DENTSU INC. Account Executive
Ryoto Aoi DENTSU INC. Account Executive
Makiko Kusakabe DENTSU INC. Creative Producer
Shotaro Matsumoto Dentsu Creative X Inc. Production Manager
Senzo Ueno Freelance Cameraman
Megumi Matsuda YOKOHAMA SUPER FACTORY GR Photographer / Photographer
Toru Midorikawa Melody Punch Inc. Music Producer
Jeong-ho Im mount inc. Web / Programmer
Takeshi Yoong jitto inc. CG Artist
Shunsuke Saito Freelance Animator
Ryuto Miyake Freelance Illustrator
Yoh Kitanaka J.C. SPARK Poster Design
Megumi Fukumoto J.C. SPARK Poster Design

The Campaign

We created 100 different types of posters drawing the symbol of Heartland, The Big Tree. Then, the name and address of the restaurant was placed on the poster. If the posters from different restaurants were connected back to back, it creates the shape of the symbol, the tree.The web, books and magazines became an exhibition for the posters, and also an invitation to the restaurants. From Heartland to restaurant owners, from restaurant owners to consumers, from consumers to other consumers, due to the birth of this poster, Heartland created new connections.

Creative Execution

For the tree symbol logo symbol we used a computer based 3D model. Then, we sliced the cross section, extracting the outline. The flow of the tree-rings were created under the supervision of a tree expert. Next, 1-by-1 highly detailed hand drawn depictions were created. Finally, a special double printing technique was used to give it a high-quality silkscreen effect.

Indication of how successful the outcome was in the market

Deepening ties with shop owners and manufacturers have expanded sales of the distributors. After this project, the number of stores carrying the product is up 17.4% from the previous year (2015). And we won over a lot of new fans, as year-on-year sales are up 10.1%.

If pictures of the posters which is placed in different restaurants were connected back to back, it creates the shape of the symbol, the tree. The result, not only the craftsmanship of the poster increased the perception of the brand, but it also made the restaurants strongly feel that they were a part of Heartland.