FOOT - OPERATED FAN

TitleFOOT - OPERATED FAN
BrandYAMAZEN CORPORATION
Product / ServiceFOOT - OPERATED FAN
CategoryB04. Posters
EntrantDENTSU INC. KANSAI Osaka, JAPAN
Idea Creation DENTSU INC. KANSAI Osaka, JAPAN
Production SIN DESIGN OFFICE OSAKA, JAPAN

Credits

Name Company Position
TOMOYA TERADA 3S photographer
YASUYUKI KATAKURA huit Stylist
YASUHARU HINO hair and makeup artist
SHUNSUKE AKIRA quroco retouch
TAKAHISA YANO DENTSU WEST JAPAN Creative Director, Copywriter
YOSHISADA NAKAHARA Sin Design Office Art Director,Designer

The Campaign

By portraying a situation where neither hand is available, it expresses the freedom that the ability to use our feet affords us. It appeals directly to the right-brain and not the left, so the audience intuitively understands that this fan is so easy and enjoyable to use that their toes almost itch to touch it.

Creative Execution

A multi-dimensional product rollout at a D.I.Y. home improvement exhibition, at nationwide home appliance and home improvement stores, and in online shops.

Indication of how successful the outcome was in the market

The product was well received at rollout events and 80% of the units produced for this season had already been shipped in advance of peak season. This shows great promise for unit sales.

The aim was to develop sales globally, not just in Japan, so the focus was on non-verbal ?communication.