| Title | THE BIG "OGIRI" FOR JAPAN |
| Brand | BURGER KING JAPAN CO. |
| Product / Service | BIG KING |
| Category | E02. Small Scale Special Solutions |
| Entrant | DENTSU Y&R Tokyo, JAPAN |
| Idea Creation | DENTSU Y&R Tokyo, JAPAN |
| Media | DENTSU Y&R Tokyo, JAPAN |
| PR | DENTSU Y&R Tokyo, JAPAN |
| Production | DENTSU Y&R Tokyo, JAPAN |
| Contributing 3 | PLATINUM Tokyo, JAPAN |
| Contributing | DENTSU TEC Tokyo, JAPAN |
| Contributing 2 | PUZZLE Tokyo, JAPAN |
| Contributing 4 | BURGER KING JAPAN Tokyo, THAILAND |
| Name | Company | Position |
|---|---|---|
| Yuki Fuse | Dentsu Y&R | Creative Director |
| Naoki Bando | Dentsu Y&R | Creative Director |
| Keiko Fukagawa | Dentsu Y&R | Account Supervisor |
| Naru Kudo | Dentsu Tec | Producer |
| Jun Kawashima | Puzzle Inc. | Producer |
| Shota Mori | Dentsu Tec | Copywriter |
| Kiyotaka Okamoto | Puzzle Inc. | Web Art Director |
| Akiko Honda | Puzzle Inc. | Web Disigner |
| Saori Kiryu | Platinum, Inc. | PR Director |
| Minori Fujiwara | Platinum, Inc. | PR Planner |
| Ako Yamazaki | Platinum, Inc. | PR Planner |
| Yuta Yamada | PTHREE | Editor |
| Ichizo Shimokawa | PTHREE | Postproduction |
| Koji Kasugai | Necomesi ltd. | Technical Director |
| Yu Nozato | Necomesi ltd. | Front End Engineer |
Burger King (BK) executed a launch campaign for the new product “BIG KING” using the association game called “OGIRI” where people provide wittier answers to the themes than others. We had the Japanese consumers reaching the campaign associate anything “BIG” with BIG KING and created a movement of sharing their ideas about “BIG” items with others in the social media. Consumers brought anything “BIG” around them to BK shops, ranging from “commodity products with the name containing the word “BIG” to intangible or imaginary “BIG” things. “BIG OGIRI” campaign was conducted in all 98 BK shops. People associated anything “BIG” with the campaign and brought them to the shops. If shop staff judged them as unique or interesting, customers received a discount for the BIG KING.