| Title | SLOW BUTTON |
| Brand | KIRIN |
| Product / Service | GREEN LABEL |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Noriaki Onoe | DENTSU INC. | Creative Director/Copywriter |
| Daisuke Nakamura | PARTY inc. | Creative Director/Technical Director |
| Kentaro Sagara | freelance | Creative Director/Art Director |
| Kimihiro Takano | PARTY inc. | Producer(Device/App) |
| Hiroshi Yamanaka | PARTY inc. | Project Manager(Device/App) |
| Manabu Sasaki | ADBRAIN inc. | Producer(Website) |
| Keigo Ogino | ADBRAIN inc. | Designer(Package) |
| Shunpei Watanabe | ADBRAIN inc. | Designer(Website) |
| Kenta Kaido | freelance | Illustrator(Package / Website) |
| Keita Ichiba | PARTY inc. | Designer(App) |
| Kenta Watashima | PARTY inc. | Programmer(Device/App) |
| Yoji Kido | PARTY inc. | Hardware Engineer |
| Hajime Sasaki | MountPosition inc. | Programmer(System) |
| Tamio Hayashi | TASKO inc. | Engineer/Product Designer |
| Masataka Kimura | TASKO inc. | Engineering Director |
| Tomohide Tashibu | TASHIBUTOHUKUSHIMA | Technical Modeler |
| Naomi Fukusima | TASHIBUTOHUKUSHIMA | Technical Modeler |
| Takakazu Aoyama | amana inc. | Photographer |
| Shinya Omi | amana inc. | Photo Producer |
| Takeshi Yoshikawa | Tiguris inc. | Retoucher |
| Yuuta Abe | DENTSU TEC INC. | Promotion Planner |
| Kana Kawamoto | DENTSU TEC INC. | Promotion Planner |
| Soichi Murayama | Platinum, Inc. | PR Planner |
| Hiroshi Yamaguchi | DENTSU INC. | Account Executive |
| Kaori Suzuki | DENTSU INC. | Account Executive |
SLOW BUTTON. We developed a button for delivery that arrives at an unknown time. This button is to remind people to slow down and enjoy the time of waiting for that delivery. We also built an e-commerce function that lets anyone to shop slowly, even without the actual SLOW BUTTON.
On May 4, 2017, the SLOW BUTTON campaign website launched and started accepting applications for chances to win actual buttons. After the one-month application period, lucky winners received actual SLOW BUTTON devices for ordering their boxes of beer.
SLOW BUTTON has been featured in 98 media outlets, attracted 160,000 unique users, and 10,145,930 impressions in social media reach. It also sparked conversations about ways of working and social acceleration. Users have voiced their realizations about the benefits of taking things slow, their doubts about the necessity of leading a high-speed lifestyle, and their desire to relax with a drink of Green Label.
We invented the new way to deliver the product. And, this work is relevant to the brand.
The target users are all people living in this busy time. To approach these people, we gave them SLOW BUTTON as presents, and spread the message of "Slow down and savor life."