KIT MAIL HOLOGRAM

TitleKIT MAIL HOLOGRAM
BrandNESTLÉ JAPAN, JAPAN POST
Product / ServiceKIT KAT
CategoryB01. User Experience Design (UX)
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production AMANA Tokyo, JAPAN
Production 2 RIZING Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki J. Walter Thompson Japan Senior Creative Director / Communication Planner
Yuhei Takeyama J. Walter Thompson Japan Art Director
Toshihiro Sekiguchi J. Walter Thompson Japan Art Director
Yukino Miyatsu J. Walter Thompson Japan Copywriter
Yasuhiko Yuasa J. Walter Thompson Japan Group Account Director
Riki Kawanami J. Walter Thompson Japan Account Director
Hironaga Yai J. Walter Thompson Japan Strategic Planner
Yoshihiro Miyazaki amana inc. Film Producer
Naoya Kaneko amana inc. Film Producer
Fumi Nishida amana inc. Film Production Manager
Yasuhiko Shimizu Freelance Film Director
Jun Matarai UN inc. Cameraman
Yuya Okazaki Freelance Lightman
Masaya Fukui RIZING inc. CG Director
Hiroyuki Mitomo RIZING inc. CG Director
Shinya Nakagawa RIZING inc. Editor
Kohei Omiya Overhead Tokyo Production Designer

The Campaign

In Japan, KIT KAT, sounding similar to the Japanese phrase "Kitto Katsu" (will surely win), has been considered for many years a good luck charm for students preparing for entrance exams. Many times, they are given to examinees by family, friends and teachers. Entrance examinations are not about competing with others, but about the students facing themselves. Examinees make efforts each day to fight endless anxiety, loneliness and irritation. From early in the morning to late at night, after the rest of the family is fast asleep. Each of them fights alone. But they are not alone. "KIT MAIL HOLOGRAM" KIT KATs cheer on, and give courage and energy to the examinees who study alone, in place of their many supporters who are far away.

Creative Execution

Special KIT KAT, sold nationwide just before entrance exams, that people can hand write supportive messages and send to examinees, living far away. Inside the package, is a pyramid screen, along with the KIT KAT. Just by setting this screen on your smart phone and playing the designated music video on You Tube, the artist comes to life, as a 3D hologram. Collaborating with the artist group DISH//, created a song and music video to cheer on the students. The artist group, suddenly appears in the room and gives words of encouragement, in place of the person who sent the KIT KAT. The KIT KAT Facebook page, official twitter, online ads and posters at post offices were used to increase awareness of the product. Also, further reach was gained by people sending and receiving the KIT MAIL HOLOGRAMs posting them on SNS.

Links

Website URL   |   Video URL   |   Supporting Webpage