MASK OF SOCIABILITY

Short List
TitleMASK OF SOCIABILITY
BrandDIAGEO KIRIN
Product / ServiceSMIRNOFF ICE
CategoryB05. Use of Ambient Media: Small Scale
EntrantBEACON/LEO BURNETT Tokyo, JAPAN
Idea Creation BEACON/LEO BURNETT Tokyo, JAPAN
Media BEACON/LEO BURNETT Tokyo, JAPAN
Production ONION Tokyo, JAPAN

Credits

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

The Campaign

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.