Title | THE NUTCRACKER |
Brand | CARAN D'ACHE JAPAN |
Product / Service | CARAN D'ACHE |
Category | B01. Fast Moving Consumer Goods |
Entrant | I&S BBDO Tokyo, JAPAN |
Idea Creation | I&S BBDO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yoshihisa Ogata | I&S BBDO inc.e | Executive Creative Director |
Mutsumi Hamano | Melody Panch | Sound Engineer |
Shinichi Ikeda | I&S BBDO inc. | Senior Creative Director |
Hiroyuki Nakazato | I&S BBDO inc. | Ait Director |
Takahiro Sakai | I&S BBDO inc. | Copywriter |
Yuka Yamamoto | I&S BBDO inc. | Designer |
Daisuke Sasaki | I&S BBDO inc. | Communication Director |
Tomohiro Hikami | I&S BBDO inc. | Planning Director |
Hironori Ogata | I&S BBDO inc. | Senior Planner |
Tsubasa Tanaka | I&S BBDO inc. | Senior Planner |
Tatsumasa Koson | I&S BBDO inc. | Planner |
Daiyo Tadokoro | I&S BBDO inc. | Media Manager |
Toshiyuki Nemoto | I&S BBDO inc. | Account Executive |
Yasuaki Inada | I&S BBDO inc. | Account Executive |
Aoi Baba | I&S BBDO inc. | Account Executive |
Hideaki Toshikuni | TOHOKUSHINSHA FILM | Producer |
Koumei Baba | TOHOKUSHINSHA FILM | Producer |
Keisuke Matsumoto | TOHOKUSHINSHA FILM | Director |
Kentaro Osawa | TOHOKUSHINSHA FILM | Director |
Shinji Kawai | TOHOKUSHINSHA FILM | Cameraman |
Hiroki Mae | TOHOKUSHINSHA FILM | Lighting |
Mariko Kataoka | TOHOKUSHINSHA FILM | Editor |
Shigeru Fujibayashi | TOHOKUSHINSHA FILM | Mixer |
Listening to the sound of writing with ballpoint pens, Caran d’Ache noticed that the differences between each letter’s shape and number of strokes led to different sounds. The brand built on this by developing combinations of letters that sound like passages from classical music pieces. For example, writing the letters ‘BE BE COOOOOOOOOOOOOL’ sounds like a passage from the famous ‘The Nutcracker’ .