| Title | THE VIRAL HANDKERCHIEF |
| Brand | NETFLIX JAPAN |
| Product / Service | HIBANA |
| Category | E02. Small Scale Special Solutions |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media | DENTSU INC. Tokyo, JAPAN |
| Production | J.C. SPARK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoji Sakamoto | Dentsu Inc. | Creative Director |
| Masataka Umeda | Dentsu Inc. | Account Exective |
| Keita Enomoto | Dentsu Inc. | Account Manager |
| Takeshi Kuroiwa | Dentsu Inc. | Art Director |
| Hirofumi Hayashi | Dentsu Inc. | Copywriter |
| Rie Kadowaki | J.C.Spark | Creative Producer |
| Hiroaki Endo | J.C.SPARK | Designer |
| Yasutaka Seto | Dentsu Inc. | Planner |
| Ryo Warashina | Dentsu Inc. | Planner |
| Mariko Goda | Dentsu Inc. | Media Planner |
We wanted to promote Netflix Japan’s original content “Hibana” in today’s mobile world but people don’t want ads on their smartphone. So, instead of putting ads on a smartphone, we decided to utilize “another tool” in everyone’s pocket - a handkerchief. we’ve developed and distributed 10 kinds of handkerchief, which were inspired and designed from Hibana’s 10 episodes. For a week, about 2,000 handkerchieves were distributed at Shibuya station, one of the biggest train stations in the world. Nearly 200,000 tweets and posts were reached on the social media. Instead of making ads for a smartphone, we successfully spread the topic of “Hibana”, by making special handkerchieves. These handkerchieves also wiped out many tears of Hibana viewers.