Product / ServiceHEARTLAND BEER
CategoryA01. Fast Moving Consumer Goods
Idea Creation DENTSU INC. Tokyo, JAPAN


Name Company Position
Yasuharu Sasaki DENTSU INC. Exective Creative Director
Yu Ooga Dentsu Creative X Inc. Producer
Hiroshi Koike DENTSU INC. Plannner / Creative Director
Arata Kubota DENTSU INC. Art Director
Shinya Nakamura DENTSU INC. Copy Writer
Yasuhiro Tsuchiya DENTSU INC. Planner
Yasushi Ezoe DENTSU INC. Account Executive
Ryoto Aoi DENTSU INC. Account Executive
Makiko Kusakabe DENTSU INC. Creative Producer
Shotaro Matsumoto Dentsu Creative X Inc. Production Manager
Senzo Ueno Freelance Cameraman
Megumi Matsuda YOKOHAMA SUPER FACTORY GR Photographer / Photographer
Toru Midorikawa Melody Punch Inc. Music Composer
Jeong-ho Im mount inc. Web / Programmer
Takeshi Yoong jitto inc. CG Artist
Shunsuke Saito Freelance Animator
Ryuto Miyake Freelance Illustrator
Yoh Kitanaka J.C. SPARK Poster Design
Megumi Fukumoto J.C. SPARK Poster Design

The Campaign

We created 100 different types of posters drawing the symbol of Heartland, The Big Tree. Then, the name and address of the restaurant was placed on the poster. If the posters from different restaurants were connected back to back, it creates the shape of the symbol, the tree.The web, books and magazines became an exhibition for the posters, and also an invitation to the restaurants. From Heartland to restaurant owners, from restaurant owners to consumers, from consumers to other consumers, due to the birth of this poster, Heartland created new connections.

Creative Execution

Implementation began September 29th, 2015 and is currently still ongoing. Target locations were locations of all distributors and carriers of Heartland Beer across Japan and also the product website.

Describe the success of the promotion with both client and consumer including some quantifiable results

Deepening ties with shop owners and manufacturers have expanded sales of the distributors. After this project, the number of stores carrying the product is up 17.4% from the previous year (2015). And we won over a lot of new fans, as year-on-year sales are up 10.1%.

Explain why the method of promotion was most relevant to the product or service

The concept was “find and get” as normal advertising did not match well. Special attention was paid to the craftsmanship of the posters, thereby appealing directly to consumers and shop owners.

The target audience was shop owners and consumers, especially those who have an appreciation for high craftsmanship poster art. Utilizing these print graphics/ posters to be displayed at shops, and art galleries. This reached people who had seen the website, online videos or poster graphics that were put up in restaurants and bars. Not only did the well-made craftsmanship of the posters convey the brand but also individual shops conveyed the brand in their own ways.


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