Title | KIT MAIL HOLOGRAM |
Brand | NESTLÉ JAPAN, JAPAN POST |
Product / Service | KIT KAT |
Category | E03. Innovative Use of Technology |
Entrant | J. 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 |
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 |
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.
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.
Website URL | Supporting Webpage