HEARTLAND 365

Bronze Spike
TitleHEARTLAND 365
BrandKIRIN BREWERY COMPANY, LIMITED
Product / ServiceHEARTLAND BEER
CategoryB02. Promotional Item Design
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN
Production 2 NISSHO Tokyo, JAPAN

Credits

Name Company Position
Atushi Murata Freelance Illustrator
Arata Kubota DENTSU INC. Art Director
Natsuki Tomoda DENTSU INC. Art Director
Yoh Kitanaka J.C.SPARK Designer
Anri Kabaya J.C.SPARK Designer
Takumi Saito J.C.SPARK Designer
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Hiroshi Koike DENTSU INC. Creative Director
Shinya Nakamura DENTSU INC. Writer
Kouji Yamada DENTSU INC. Producer
Shugo Tei DENTSU INC. Producer
Chiharu Takahashi DENTSU CREATIVE FORCE INC. Producer
Masaho Oota Nissho Co., Ltd. Producer

Background

Heartland was launched in 1986 as a beer with a high affinity with Japan which used to hold Art Biennales. It is a brand supported by shopkeepers and users who strongly relate to these activities. Many retail shops that carry it are small-scale individual-owned shops, among which many have strong and particular commitments to cooking and interior design.

Describe the creative idea (40% of vote)

Heartland beer dealers are mostly small private businesses without the space to display large posters. That’s why we made a collection of posters bundled like a calendar, but free to be used how each store saw fit. As a calendar without any dates, the design is meant to echo the sentiment behind the Heartland brand—to “Forget about time and just enjoy beer”.

Describe the execution (40% of vote)

The calendar was distributed free of charge to nationwide Heartland beer dealers from September, 2018. We made them to be used for many years, without a defined usage period.

List the results (20% of vote)

Many retail shops that carry HEARTLAND beer are small-scale individual-owned shops, among which many have strong and particular commitments to cooking and interior design. These posters work is not just a product poster but an art piece to enhance their elaborate interior design.