Title | MASK OF SOCIABILITY |
Brand | DIAGEO KIRIN |
Product / Service | SMIRNOFF ICE |
Category | B05. Use of Ambient Media: Small Scale |
Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
Media | BEACON/LEO BURNETT Tokyo, JAPAN |
Production | ONION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Jon King | Beacon/Leo Burnett Tokyo | Executive Creative Director |
Toshiji Kimura | Beacon/Leo Burnett Tokyo | Chief Producer |
Tomonori Oki | Beacon/Leo Burnett Tokyo | Technical Director/Producer |
Naoki Nishimura | Beacon/Leo Burnett Tokyo | Creative Director |
Daichi Tanaka | Beacon/Leo Burnett Tokyo | Copywriter |
Jun Oizumi | Beacon/Leo Burnett Tokyo | Art Director |
Ryuji Tokura | Beacon/Leo Burnett Tokyo | Art Director |
Takuro Nakajima | Beacon/Leo Burnett Tokyo | Experience Designer |
Hiroyuki Takahara | Beacon/Leo Burnett Tokyo | Digital Account Executive |
Yasunari Aoyama | Beacon/Leo Burnett Tokyo | Account Director |
Yoshikazu Shimano | Beacon/Leo Burnett Tokyo | Account Supervisor |
Hazuki Sasaki | Beacon/Leo Burnett Tokyo | Account Executive |
Gavin Cranston | Beacon/Leo Burnett Tokyo | Group Business Director |
Hitomi Baba | Beacon/Leo Burnett Tokyo | Planning Director |
Azusa Hatanaka | Beacon/Leo Burnett Tokyo | Strategic Planner |
Takumi Kubota | Beacon/Leo Burnett Tokyo | Production Director |
Yasutaka Ogura | Beacon/Leo Burnett Tokyo | Digital Producer |
Naoko Komura | Beacon/Leo Burnett Tokyo | Digital Producer |
Kennosuke Kawai | Beacon/Leo Burnett Tokyo | Marketing Analyst |
Takashi Koyama | Onion | Director |
Jin Ito | Onion | Cinematographer |
Takao Kuramoto | Onion | Film Producer |
Yuki Honda | Onion | Production Manager |
Takuro Sekiguchi | Onion | Production Manager |
SMIRNOFF MASK OF SOCIABILITY. We turned the common mask to protect and hide behind – into a social lubricant. Creating 12 different original masks for Halloween, each free on a specially designed bottle of Smirnoff ICE. Halloween in Japan is more than a party. It’s a time where the normal politics of sociability are suspended. Smirnoff wanted to be a part of the fun – and fuse these cultural peculiarities together.
We made 12 different masks so that people could collect the different types, thereby fueling repeat purchase. By making the on-pack incentive a mask, it enabled us to organically generate selfies as our fans started to wear them and take pictures of themselves. We spread the idea through influencers and PR media to launch the special edition bottles and masks. With the help of a Smirnoff get ready for Halloween Youtube video that highlighted the mask, we were able to further increase awareness and excitement leading to the big day.
- Achieving a 21% increase on sales for the same period the previous year. - 1.4 Million bottles were sold out before Halloween.
We turned the common flue mask from protect or hid behind into a social lubricant. The creative idea is about mask used as a functional media.
Our target audience are Japanese Millennials, 22-28, digital natives that constantly look for shareable content and entertainment. Convenience stores are the main retail they use. In order to make the brand and target audience connected and relevant, we took the Halloween as an opportunity to approach them by making the on-pack incentive a mask sold at every convenience store in Japan.