| Title | EAT YOUR WALLET AWAY |
| Brand | |
| Product / Service | GOOGLE PAY |
| Category | D03. Live Events |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Taku Nakane | Product Marketing Manager | |
| Junya Eguchi | DENTSU inc. | Creative Director |
| Toshiki Nakamura | DENTSU inc. | Communication Planner |
| Teruhisa Ogura | DENTSU inc. | Art Director |
| Naoyuki Masuda | DENTSU inc. | Promotion Planner |
| Tatsuya Yamaguchi | DENTSU inc. | Brand Producer |
| Kotaro Hirahara | DENTSU inc. | Brand Producer |
| Soichiro Sakai | TOW | Experience Producer |
| Takashi Kibe | TOW | Production Producer |
| Yuki Kobayashi | TOW | Production Manager |
| Atsushi Tokuue | Niban Kobo | Chief Shooting Producer |
| Yuji Shikii | Niban Kobo | Shooting Producer |
Google Pay presents “Eat your wallet away!” And say goodbye to cash! We created edible wallets & coins, and have people eat them away. As a symbol of cash payment, we crafted waffle wallets stuffed full of ice cream and topped with coin cookies. Then, we invited people to eat them away after taking part in a mock Google Pay transaction—and say a symbolic goodbye to their cash lifestyle.
Driven by the waffle wallet’s eye-catching concept and by shares on social media, over ten thousand people flocked to the event. The attendants were first asked to take part in a mock Google Pay transaction. As a reward, they were then given their delicious waffle wallet, which they ate away, coins and all. In the process, they made a symbolic gesture of going cashless.
95% of the attendees showed interest in going "cashless”. With 1 out of 5 people starting to use Google Pay straight after this experiential campaign. People were getting rid of their wallets and cash, and they loved it.