| Title | TOKYO 1-1-1 CAFE |
| Brand | UCC |
| Product / Service | UCC BLACK MUTO |
| Category | E03. Special Build |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| NORIHITO SAKO | DENTSU INC. | Executive Creative Director |
| RYO NAKAGAWA | DENTSU INC. | Creative Director |
| ARATA HASHIMOTO | DENTSU INC. | Copywriter |
| TAKAYUKI HORI | DENTSU INC. | Art Director |
| NOBUMORI KURATA | TOHOKUSHINSHA FILM CORPORATION | Producer |
| NODOKA SATO | CAPRA | Editor |
| MANA SHIRAISHI | freelance | Photographer |
| YOSHITAKA SHIKAMA | TOWCo., Ltd. | Event Producer |
| KEI OKADA | TOWCo., Ltd. | Event Producer |
| MAO NAKAZAWA | TOWCo., Ltd. | Event Producer |
| TOSHIO MORIMURA | T2 Creative Co., Ltd. | Event Producer |
| RYO MIYAKAWA | monopo Inc. | WEB Director |
| MINAMI ASANO | freelance | WEB Designer |
| YUSUKE SHIMADA | Material Inc. | PR |
| BANG SOOBIN | Material Inc. | PR |
| SAKIKO OHYA | Material Inc. | PR |
| TAKESHI SHIMOJO | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
| MASAHIRO OTSUKI | UCC UESHIMA COFFEE CO.,LTD. | client supervisor |
| YURIKO YOSHIKAWA | UCC UESHIMA COFFEE CO.,LTD. | client supervisor |
UCC made the world’s 1st canned coffee in 1969. However, good coffee became easily accessible, and sales of canned coffee started declining. UCC Black Muto revamped and became the only canned "1st Extraction" coffee. We wanted to spread the news and taste of the unique point "1st Extraction”. 1ST EXTRACTION CAFE 1-1-1 Because of its unique point “1st Extraction”, we focused on and extracted the number “1” across Tokyo. Extracted only the 1-1-1 addresses in each area, and these places were transformed into cafes where young people can stop by.
Commoditization of canned coffee has proceeded in Japan, there are more than 4000 brands already, and more than 200 products appears each year. Young people go to coffee shops such as Starbucks for their coffee, but never try canned coffee these days.