Title | M ART M'S |
Brand | MARS JAPAN |
Product / Service | M&M’S® |
Category | C05. Co-creation & User Generated Content |
Entrant | BBDO JAPAN Tokyo, JAPAN |
Idea Creation | BBDO JAPAN Tokyo, JAPAN |
PR | AUR Tokyo, JAPAN |
Production | HIROMURA DESIGN OFFICE Tokyo, JAPAN |
Production 2 | KIRINZI Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Masaki Honda | BBDO Japan | Executive Creative Director |
Takenori Hashimoto | BBDO Japan | Creative Director |
Kaori Yatsu | BBDO Japan | STRATEGIC PLANNER |
Mariko Goto | BBDO Japan | STRATEGIC PLANNER |
Seiichiro Komazaki | BBDO Japan | Engagement Planner |
Kana Kikuchi | BBDO Japan | Art Director |
Arika Ishikawa | BBDO Japan | Designer |
Chihiro Makino | BBDO Japan | Designer |
Ayumi Onobu | BBDO Japan | Producer |
Ayaka Kawaide | BBDO Japan | Account Executive |
Shunsuke Asaka | BBDO Japan | Account Executive |
Mioko Nakazato | SPOON | Producer |
Ayako Hori | Hiromori | Producer |
Satoshi Furusawa | AUR, Inc. | PR Producer |
Masaya Uchida | AUR, Inc. | PR Producer |
Kei Sakai | KIRINZI Inc. | Producer |
Masatoshi Hayashi | KIRINZI Inc. | Producer |
Hiro Nagoya | Freelance | Photographer |
Kazuki Tazaki | Freelance | Art |
Chocolate Planet | Yoshimoto Kogyo Co., Ltd. | Comedian |
Yui Okada | Oscar Promotion Co.ltd. | Celebrity |
SEIKIN | UUUM | YouTuber |
We discovered “choco-graphy”, the art created with M&M’S®, and decided to use this creative idea for promotion by putting a picture of choco-graphy on the package. Immediately, many including celebrities started uploading the pictures of their own choco-graphy on SNS.
We discovered “choco-graphy”, the art created with M&M’S®, and decided to use this creative idea for promotion by putting a picture of choco-graphy on the package. Immediately, many including celebrities started uploading the pictures of their own choco-graphy on SNS.
233 media reported (4 TV programs included) 83.5 Million JPY media earned. 48,000 likes on SNS. Finally, we exhibited their arts in a museum.
We relaunched M&M’S® as not just a chocolate but a new painting material. Then, people created their arts with M&M’S® and posted them on SNS. Our campaign is highly resoponse-driven and relationship-building between consumers and M&M’S®
We discovered “choco-graphy”, the art created with M&M’S®, and decided to use this creative idea for promotion by putting a picture of choco-graphy on the package. Immediately, many including celebrities started uploading the pictures of their own choco-graphy on SNS.