|Title||300 PARMESAN COLLECTION|
|Brand||MORINAGA MILK INDUSTRY CO.|
|Product / Service||KRAFT 100% PARMESAN CHEESE|
|Category||B05. Use of Ambient Media: Large Scale|
|Entrant||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Idea Creation||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Media||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Production 2||AMANA Tokyo, JAPAN|
|Production 3||VONS PICTURES Tokyo, JAPAN|
|Production||MZ PLANNING Tokyo, JAPAN|
|Kohei Kawasaki||J. Walter Thompson Japan||Senior Creative Director / Communication Planner|
|Yuhei Takeyama||J. Walter Thompson Japan||Art Director|
|Tomohiko Nakano||J. Walter Thompson Japan||Creative Producer|
|Aki Takeda||J. Walter Thompson Japan||Art Director|
|Eiji Honma||J. Walter Thompson Japan||Senior Copywriter|
|Yuzo Ono||J. Walter Thompson Japan||Associate Account Director|
|Yongbom Seo||J. Walter Thompson Japan||Account Supervisor|
|Akiko Nakamura||J. Walter Thompson Japan||Account Executive|
|Mitsuru Sato||J. Walter Thompson Japan||Planning Manager|
|Go Sohara||J. Walter Thompson Japan||Executive Creative Director|
|Kazuhiro Tanaka||Mz planning Inc.||Event Producer|
|Ryo Ujita||Mz planning Inc.||Event Director|
|Hiroto Yamada||Mz planning Inc.||VM Engineer|
|Wataru Amano||Vector Group||PR Producer|
|Yuya Hamamura||Vector Group||PR Director|
|Syuntaro Yoshii||amana inc.||Movie Producer|
|Yasuhiko Shimizu||Freelance||Movie Director|
|Takahiro Aoki||qomunelab co.,ltd.||Movie Director|
|Shinya Nakagawa||RIZING inc.||Editor|
"300 PARMESAN Collection" Our target of young women love to share on social. We transformed Parmesan Cheese, a rather dull subject, into fun and fashionable experiences, through Vending Machines and Lunch Boxes, that these women would find share-worthy. Through these experience we conveyed how Parmesan Cheese, thought only to go with pasta, matched excellently with various foods.
1. Parmesan Cheese appeared in major Japanese cities, as an iconic 5-meter-tall vending machine. 2. Participants could push any of the 300 buttons placed on the vending machine. 3. Not regular cheese, but 300 special lunchboxes in the Parmesan Cheese design. 4. Parmesan Cheese, thought only to go with pasta, and meals that make an unexpected great match. Rice balls, Udon noodles, Oden, Takoyaki and Tomato stew, just to name a few. 5. Parmesan Cheese is in the upper lid so you can just sprinkle and enjoy. A photogenic eating experience, looking as if you were eating Parmesan Cheese, straight from the package.
"SAMPLING Beyond Sampling". Food samples, not what you regularly queue for, became an item you just had to have. Long lines formed at all of the venues, and the 300 lunch boxes were distributed in only (less than) an hour. The events gained huge media publicity. (PR Value: 540,388,103JPY) The stylish deliciousness of Parmesan Cheese was spread throughout Japan by consumers. And through this eating experience, an understanding that Parmesan Cheese went well with foods other than pasta was created.
By transforming Parmesan Cheese, a rather dull subject, into a photogenic and share-worthy icon, this campaign intends to strongly instill into the life of our target young women who love to share pictures on social that Parmesan Cheese, thought to be old-fashioned and used only for pasta, is the fashionable and tasty brand.
Through this campaign transforming Parmesan Cheese into a photogenic icon, we communicate to our target young women who love to share on social, how Parmesan Cheese, thought only to go with pasta, matches excellently with various foods.