| Title | POCKY ORCHESTRA ROAD |
| Brand | EZAKI GLICO COMPANY, LIMITED |
| Product / Service | POCKY |
| Category | D03. Use of Digital Outdoor |
| Entrant | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| Idea Creation | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| Media Placement | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| PR | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| Production | VECTOR INC. SHANGHAI, CHINA |
| Production 2 | DNA CHINA Shanghai, CHINA |
| Production 3 | WONDERLABS STUDIO Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Kazuki Tsuburaku | BEIJING DENTSU ADVERTISING CO.,LTD. | ECD |
| Manabu Hoshino | BEIJING DENTSU ADVERTISING CO.,LTD. | SCD |
| Kentaro Mito | BEIJING DENTSU ADVERTISING CO.,LTD. | Creative Director |
| Si Tan | BEIJING DENTSU ADVERTISING CO.,LTD. | CD |
| Andrew Shee | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
| Xiaochun Chen | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
| Sweemei Loo | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
| Wang Yanlong | BEIJING DENTSU ADVERTISING CO.,LTD. | Designer |
How do we bring to life Pocky’s philosophy of ‘Share Happiness’ to the always on, always on-the-go generation? We know when they eat Pocky together, they will be happy together. So we created the Pocky Orchestra Road - a new way for them to walk together, and be happy together. We programmed 5 different music instruments (bass, drum, guitar, piano, chorus) for each lane. The lanes will then play an orchestra of happy sounds when people walked on them together. We turned one of the most crowded subway station - where millions of youngsters walk through - into a ‘Share Happiness’ road. Result • 38,000 new Pocky WeChat followers • Over 2.8 million online conversations • The campaign film garnered over 5 million views • Sales grew by 36% after this campaign was launched