THE TEMPERATURE OF DELICIOUSNESS

TitleTHE TEMPERATURE OF DELICIOUSNESS
BrandTHERMOS K.K.
Product / ServiceTHERMOS
CategoryG06. Photography / Curation of Images
EntrantMcCANN TOKYO, JAPAN
Idea Creation McCANN TOKYO, JAPAN
Production SODA! COMMUNICATIONS Tokyo, JAPAN

Credits

Name Company Position
Satoko Takada McCANN TOKYO Creative Director
Masaya Abe McCANN TOKYO CM Planner
Natsumi Iwasaki McCANN TOKYO Art Director
Tomoyuki Sonoda McCANN TOKYO Account Director
Mikio Hasui Miko HASUI Photographs Photographer
Takuya Okawa Freelancer Gaffer
Jun Ishikawa Soda! Communications Inc. Producer
Miho Takagi Soda! Communications Inc. Producer
Fuko Soeda Soda! Communications Inc. Production Manager

The Campaign

For some people, the most delicious thing in the world may not be a rare and premium cup of coffee or a meal at a hard-to-reserve restaurant. Rather, it might be just a cup of instant coffee enjoyed in freezing cold temperature or a glass of cold tap water on a hot summer day. In order to further highlight the value Thermos brings to “temperature,” this campaign focuses on depicting various scenes where ultimate deliciousness is achieved when a drink is served at just the right temperature.

Creative Execution

This photo captures the scene of Ms. Hirai making traditional chili peppers seasoning in Myoko, Niigata Prefecture at a snow farm, in a temperature of -3?C (= 26.6?F). Her body, freezing cold after a day’s work, is warmed by soup contained and maintained at the most delicious temperature by Thermos’ vacuum insulation soup jar. The photo depicts the real work day of a real person through a documentary-style approach.

Indication of how successful the outcome was in the market

Substantial increase in awareness and favorability nationwide. When compared to pre-campaign figures, brand awareness improved by 145%. Improvement was seen not just among the F2 segment (the main purchase segment), but also among men and the younger segment. Moreover, favorability was higher among those that had seen the TVC compared to those that hadn’t (136%).An indication that the TVC contributed substantially to increasing the brand’s favorability.

Links

Video URL