|Product / Service||GREEN LABEL|
|Category||C01. Digital Design|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Idea Creation 2||PARTY Tokyo, JAPAN|
|Production||CAVIAR Tokyo, JAPAN|
|Contributing||DENTSU TEC Tokyo, JAPAN|
|Kyoko Hario||DENTSU INC.||Account exective|
|Yosuke Mamiya||DENTSU INC.||Planning Director / Strategist|
|Kentaro Sagara||DENTSU INC.||Creative Director / Art Director / Planner|
|Noriaki Onoe||DENTSU INC.||Creative Director / Copywriter / Planner|
|Daisuke Nakamura||PARTY||Creative Director / Technical Director / Planner|
|Masanobu Hiraoka||Caviar||Movie Director / Animation Director|
|Yu Nishimuta||DENTSU INC.||Producer|
|Naoto Yamada||Dentsu Tec||Producer|
|Daisuke Baba||Dentsu Tec||Producer|
|Tatsuo Murai||Caviar||Movie Director|
|Keigo Ogino||ADBRAIN||Type Designer|
|Shumpei Watanabe||ADBRAIN||Type Designer|
|Yuri Morimoto||AID-DCC||Interactive Designer|
|Minoru Sako||minsak||Front-end Developer|
|Hajime Sasaki||mount-position||System Developer|
|Yuya Nishioka||mount-position||System Developer|
|Shuta Hasunuma||Freelance||Music Creator|
|Mutsumi Hamano||melody-punch||Music Producer|
|Atsuko Okada||puzzle inc.||Producer|
We discovered that over 90% of Japanese names include elements of green. The Kanji characters used in Japanese names are pictograms, stylized drawings of the objects they represent. Therefore, many more green aspects, which represent elements of nature, exist than what people may realize. We then launched a website that lets users discover the green elements in their names, and generates animations of greenery.
A website that lets users discover the green elements in their names, and generates animations of greenery.Over 3,000 Kanji characters used in Japanese names are transformed into hand-drawn GIF animations. Users could also share the GIF animations of their names on social media.The website also features an e-commerce section for users to purchase merchandise adorn with each of their own Green Name, and a time-limited store was opened for users to shop for their Green Name merchandise and beer cans.
Within three weeks, the website generated GIF animations for 1.2 million green names, and garnered coverage from 138 media entities. Reactions from users included people who were pleasantly surprised when finding unexpected green elements in their names, and people who became big fans of Green Label. More than anything, everyone realized that Japan is a country full of green.
This beer brand pushes the image of feel-good green so that we wanted to deliver this feel-good green experience to buyers. Target is young 20’s to 30’s. We need to do a digital execution to spread out by reaching these young targets.