INTENSE TEMPERATURES

TitleINTENSE TEMPERATURES
BrandTHERMOS K.K.
Product / ServiceTHERMOS
CategoryA03. Long-Term Creative Effectiveness
EntrantMcCANN TOKYO, JAPAN
Idea Creation McCANN TOKYO, JAPAN
Production SODA! COMMUNICATIONS Tokyo, JAPAN
Additional Company OMNIBUS JAPAN INC. Tokyo, JAPAN

Credits

Name Company Position
Satoko Takada McCANN TOKYO Creative Director
Masaya Abe McCANN TOKYO Art Director
Natsumi Iwasaki McCANN TOKYO Art Director
Tomoyuki Sonoda McCANN TOKYO Account Director
Koji Sakabe Tohokushinsha Film Corporation Director
Shinya Nakajima Tohokushinsha Film Corporation Associate Director
Mikio Hasui Miko HASUI Photographs Cinematographer
Takuya Okawa Freelancer Gaffer
Jun Ishikawa Soda! Communications Inc. Producer
Miho Takagi Soda! Communications Inc. Producer
Fuko Soeda Soda! Communications Inc. Production Manager
Sakiko Tomita Omnibus Japan Editor
Shigemi Ando Omnibus Japan Colorist
Hidefumi Watanabe MR. MUSIC Sound Designer
Yoshiaki Kitahara Omnibus Japan Mixer

Brief Explanation

This is a story about a brand, Thermos, defended its position by uncovering the cultural truth about Japan. Thermos is a brand name for special containers that keep drinks or food hot or cold. It was born in Germany but acquired by Japanese company in 1989. Its foreign image made it distant to the consumers and struggle competing against Japanese heritage brands. Through comprehensive research of cultural and consumer contexts and insights, the strategic breakthrough was to transform the brand’s unique vacuum-insulation technology into authentic heartfelt stories: real and intense temperature experiences from craftsmen across Japan. The creative works are exposed from traditional media (TVCs) to OOH, cinema ads and social and digital videos. After rounds of spontaneous campaign evaluation and optimization, not only were the Japanese people reawakened to the beauty of temperature, but also did Thermos gain significant momentum in brand awareness, with as high as 145% growth and ownership. Furthermore, the agency- marketer partnership gained significantly high level of client satisfaction from third party evaluation, The Referral Rating. The team received as high as 9.0 out of 10 of overall evaluation, 18% higher than category norm.