| Title | AMAZING FINGERS |
| Brand | JOHONSON & JOHONSON |
| Product / Service | BAND-AID PLUS COMFORT |
| Category | A03. OTC Products/Devices |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Idea Creation | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masaki Honda | BBDO Japan | Executive Creative Direcor |
| Takenori Hashimoto | BBDO Japan | Creative Director |
| Asuka Kondo | BBDO Japan | Art Director |
| Tatsuya Kawajiri | BBDO Japan | Planner |
| Kohei Omote | I&S BBDO INC. | Copy Writer |
| Arika Ishikawa | BBDO Japan | Designer |
So we decided to gather a particular group of people to perform an ultimate demonstration. Japan’s most amazing craftsmen.
We challenged craftsmen, by asking them to wear BAND-AID while performing their amazing intricate skills. They tweet their work through BAND-AID’s account.
BAND-AID’s twitter followers rose up to 3,700 %. Our tweet was retweeted more than 6,900 times. The sales of BAND-AID PLUS COMFORT rose up to 156% after the launch of product.
In 2016, Johnson & Johnson introduced their new product, “BAND-AID Plus Comfort”. This bandage provides the ultimate flexibility and exceptional comfort. We wanted to convince people with more than just a TVC demo. So we decided to gather a particular group of people to perform an ultimate demonstration. Japan’s most amazing craftsmen. Because of previous TVC ads, BAND-AID is considered to be only for mom and kids. So we aimed younger generations through social medias.
Because of previous TVC ads, BAND-AID is considered to be only for mom and kids. So we aimed younger generations through social medias.