M ART M'S

TitleM ART M'S
ClientMARS JAPAN
Product / ServiceM&M’S®
CategoryE01. Launch / Re-launch
EntrantBBDO JAPAN Tokyo, JAPAN
Idea Creation BBDO JAPAN Tokyo, JAPAN
PR AUR Tokyo, JAPAN
Production HIROMURA DESIGN OFFICE Tokyo, JAPAN
Production 2 KIRINZI Tokyo, JAPAN

The Campaign

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.

The Brief

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® 233 media reported (4 TV programs included) 83.5 Million JPY media earned 48,000 likes on SNS

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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. This experience increased brand affinity and commercial success of 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.

Credits

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
Links
Website URL