| Title | TASTE YOUR LOVE |
| Brand | BMW JAPAN |
| Product / Service | MINI |
| Category | A02. Rebrand / Refresh of an Existing Brand |
| Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
| Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
| Production | IMJ CORPORATION Tokyo, JAPAN |
| Production 2 | NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN |
| Additional Company | NESTLE JAPAN Kobe, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shinsuke Sawasaki | Beacon/Leo Burnett Tokyo | Creative Director |
| Erick Rosa | Beacon/Leo Burnett Tokyo | Chief Creative Officer |
| Jon King | Beacon/Leo Burnett Tokyo | Executive Creative Director |
| Mikiko Hisamichi | Beacon/Leo Burnett Tokyo | Art Director |
| Mamoru Morita | Beacon/Leo Burnett Tokyo | Senior Copywriter |
| Hidetoshi Iwasaki | Beacon/Leo Burnett Tokyo | Film Producer |
| Shunsuke Yamada | Beacon/Leo Burnett Tokyo | Account Supervisor |
| Shinji Kushiro | Niban Kobo | Producer |
| Shingo Abe | freelance | CG |
| Takeshi Maeda | IMJ | Wed Director |
| Kazuaki Tsuruda | IMJ | Designer |
| Yohei Minami | IMJ | Front-end Engineer |
| Naoki Ide | IMJ | Front-end Engineer |
| Xing Na | IMJ | Producer |
KitKat and MINI present: Taste your love. A partnership that turns a couple’s love into an unique Kit Kat flavor. No loves is ever the same. And love is by nature intangible and has infinite ways to be described. So, this valentine’s day, when people turned to KitKat to express their love, we did precisely that - gave a form and an unique identity to love. Every one of them. (MINI brand aims to provide creative solution of brighter urban life. KitKat brand aims to bring engaging “break” that puts people in the right mood for whatever’s next.)
We created campaign web site for smart phone that simply asks couples to say “I love you” to each other. Then we analyzed their voices, tone and manner through a specially-designed algorithm. And from the data collected interpreted by the algorithm, we created unique Kit Kat flavors with special one-of-a-kind edition packaging. Each made exclusively to each specific kind of love.
Through campaign, we generated 80,442,235 social impression. With over 80 million impressions, innumerous new tastes and exclusive packages, we succeeded in changing the meaning of the Valentine’s Day. From an expected ritual of sending chocolate - to something as unique and special as love is and means to everyone.