BURGER KING JAPAN “TRUE KING LISTENS”

TitleBURGER KING JAPAN “TRUE KING LISTENS”
BrandBURGER KING JAPAN
Product / ServiceBURGER KING JAPAN
CategoryF03. Single-market Campaign
EntrantBURGER KING JAPAN Tokyo, JAPAN
Idea Creation DAIKO ADVERTISING INC. Nagoya, JAPAN
Idea Creation 2 DAIKO WEDO CREATIVE & DEVELOPMENT INC. Tokyo, JAPAN
Idea Creation 3 DE INC. Tokyo, JAPAN
PR ANTIL Tokyo, JAPAN
Production BOTH Tokyo, JAPAN
Production 2 G LTD. Tokyo, JAPAN

Credits

Name Company Position
Hideki Takeuchi DAIKO Advertising Inc. Producer
Hideya Iwata DE inc. Creative Director
Hitomi Ikai DAIKO WEDO creative & development inc. Copywriter
Jun Hirayama DAIKO Advertising Inc. Strategic Planner
Yuki Hayakawa DAIKO WEDO creative & development inc. Promotion&PR Planner
Daichi Akiyama DAIKO WEDO creative & development inc. MEDIA PLANNER
Naoki Kuramochi DAIKO Advertising Inc. Strategic Planner
Shu Sakuma DAIKO Advertising Inc. Account Manager
Miharu Saito DAIKO Advertising Inc. Web Designer
Hiroki Sasamoto ANTIL inc. PR Director
Yusei Yoshida ANTIL inc. PR Manager
Ayaka Kawaida ANTIL inc. PR Specialist
Orie Nishida ANTIL inc. PR Specialist
Shinya Ueda both inc. Print Producer
Yoshihiro Esashika both inc. Designer
Koji Hagita both inc. Designer
Satoko Kasai DAIKO Advertising Inc. Account Executive
Takeaki Honda G ltd. Event Director
Takeshi Seki G ltd. Evant Manager
Takuro Kashimoto G ltd. Event Manager
Takayuki Morishima G ltd. Event Specialist

Cultural / Context information for the jury

In Japan, McDonald’s holds dominance for hamburgers. Burger King is still a little-known brand, with just 100 outlets vs. McDonald’s having about 3,000. Unlike McDonald’s, which executes a general image strategy and targets all Japanese nationals, we touted the approach that “Burger King is a brand that values you as a unique individual” to create a bond with youth. We thus ambitiously developed this as branding, rather than a simple new outlet announcement.

Is your billboard / poster larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Our billboard is larger than a 6 sheet poster.