Title | SLICE OF HEARTLAND |
Brand | KIRIN BREWERY COMPANY |
Product / Service | HEARTLAND BEER |
Category | A01. Fast Moving Consumer Goods |
Entrant | DENTSU INC. Tokyo, JAPAN |
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 |
Fuyu Arai | ROBOT COMMUNICATIONS INC | Director |
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 |
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.
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.
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%.
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.