THE CAMPAIGN AGAINST HAPPINESS

TitleTHE CAMPAIGN AGAINST HAPPINESS
ClientSUNTORY HOLDINGS.
Product / ServiceHOME MADE STYLE (COCKTAIL)
CategoryB03. Social for Mobile
EntrantHAKUHODO KETTLE Tokyo, JAPAN
Idea Creation HAKUHODO KETTLE Tokyo, JAPAN
Media HAKUHODO INC. Tokyo, JAPAN
PR MATERIAL Tokyo, JAPAN
Production AOI PRO Tokyo, JAPAN

The Campaign

We realized people’s hidden desire to bring these people back down to earth and break their boasting routines.

Creative Execution

We created 18 films in a completely analog way and put them on Facebook and Twitter in which three men unexpectedly appear by literally breaking though these photos and then introducing Home Made Style. By using advanced targeting technology, the most effective photos are shown to the appropriate target attribute (organic, opinion leader, follower…) and in their most effective order.

Within 3 weeks from the teaser launch, it was viewed by the target audience in Japan 8.7 million times. It is 3 times what we expected. (6.7 million on Facebook and 2 million on Twitter). Home Made Style reached our target audience very effectively and the product was launched very successfully in spite of low budget.

Champagne parties in limousines, vacations on the beach, hand-made herbs… Envious photos and comments of so called “Real Life Happiness” are posted on Facebook every minute. Our research showed that 70% of our target audience are sick of photos of people showing off. We focused on this discontent of SNS.

Credits

Name Company Position
Kentaro Kimura Hakuhodo Kettle Inc. Executive Creative Director
Ken Funaki Hakuhodo Kettle Inc. Creative Director
Yukari Oka Suntory Spirits Limited Creative Director
Shuntaro Yamashita Hakuhodo Kettle Inc. Art Director
Masanobu Hino Hakuhodo Kettle Inc. Agency Producer
Ippei Ishibashi AOI Pro. Producer
Itaru Shibamura AOI Pro. Producer
Takanori Hayashi AOI Pro. Producer
Chihiro Iseki AOI Pro. Planner
Kei Ohta AOI Pro. Director
Mahomi Uno AOI Pro. Director
Mamiko Oku Freelance Director
Links
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