|Brand||OTSUKA NUTRACEUTICAL (THAILAND) CO., LTD.|
|Product / Service||POCARI SWEAT|
|Category||B02. Publications & Brand Collateral|
|Entrant||DENTSU ONE (BANGKOK) Bangkok, THAILAND|
|Idea Creation||DENTSU ONE (BANGKOK) Bangkok, THAILAND|
|Production||VISIONARY BANGKOK, THAILAND|
|Supparat Thepparat||Dentsu One (Bangkok) Ltd.||Executive Creative Director|
|Sutassarin Ankumpoch||Dentsu One (Bangkok) Ltd.||Copywriter|
|Supparat Thepparat||Dentsu One (Bangkok) Ltd.||Copywriter|
|Nattapat Jitrungruengnij||Dentsu One (Bangkok) Ltd.||Art Director|
|Supparat Thepparat||Dentsu One (Bangkok) Ltd.||Art Director|
|Nabhassanan Natsirisirabhat||Dentsu One (Bangkok) Ltd.||Account Management Director|
|Niwat Vaitayamongkol||Dentsu One (Bangkok) Ltd.||Account Management Director|
|Wanwisa Pensunti||Dentsu One (Bangkok) Ltd.||Account Director|
|Vorawit Prakornkaew||Dentsu One (Bangkok) Ltd.||Agency Producer|
POCARI SWEAT is an Ion supply drink that contains a balance of water and ions that is close to that of body fluid, enabling smooth replenishment of lost moisture and ions from activities. In Thailand, the perception of POCARI SWEAT was limited as a sports drink for sports people. However, there is a hidden truth that people lose water from their body through daily activities, not just from a workout. To expand the target and drinking occasion, the challenge was to unfold the hidden truth that we are losing water every moment and POCARI SWEAT is there to restore the water balance.
We then created a visual impact which gives a new impression for the brand and evokes attention through the details of the craft from the idea conception in order to clearly convey that “every drop of sweat lost from every activity can be restored with the POCARI SWEAT bottle in your hand”. The memorable visual image was to remind the consumer that this product is there for every moment of losing sweat from all activities, not just from sport or exercise.
Because pores exist all over our body, we go with a hand painting technique to create a millimeter-scaled illustration. We draw the details of each drop of sweat that form a shape of a human body showing no skin to emphasize the message that every drop of sweat is replaced by the product that we incorporate into the work. Our team have studied the realistic aspect of sweat from a macro image of sweat to render the most realistic image, shape, light and shadow, size or even movement of sweat from different angles. Even the water in the bottle is an illustration which has a different texture.
All these details create a value in the artwork, resulting in an artistic interpretation of losing sweat, rather than a commercial artwork. This artwork invites people to come and have a close-up look at the details while at the same time creates an impact to those looking at it from a distance.