| D&AD Awards, 2016 | ||
|---|---|---|
| Art Direction | Art Direction for Digital Marketing | Graphite Pencil |
| Asia Pacific Advertising Festival (AdFest) 2016 | ||
| Interactive Lotus | Website - Best Art Direction | Silver |
| Spikes ASIA 2016 | ||
| Design | Digital Design: Digital Design | Bronze Spike |
| Design | Use of Design Craft: Typography | Bronze Spike |
| Design | Use of Design Craft: Motion Graphics / Moving Images Design | Bronze Spike |
| Ad Stars 2016 | ||
| Design | Product & Service: Drinks (alcoholic & non-alcoholic) | Gold |
| Design | Communication Design: Digital design | Bronze |
Client: Kirin Company
Product: Green Label
Entrant: Dentsu Inc. Tokyo, Japan
Idea: Dentsu Inc. Tokyo, Japan
Idea 2: Party Tokyo, Japan
Production: Caviar Tokyo, Japan
Contributing: Dentsu Tec Tokyo, Japan
Editor: Nov 16 2015 12:00am
Planning Director / Strategist: Yosuke Mamiya (DENTSU INC.)
Creative Director / Art Director / Planner: Kentaro Sagara (DENTSU INC.)
Creative Director / Copywriter / Planner: Noriaki Onoe (DENTSU INC.)
Creative Director / Technical Director / Planner: Daisuke Nakamura (PARTY)
Movie Director / Animation Director: Masanobu Hiraoka (Caviar)
Producer: Yu Nishimuta (DENTSU INC.)
Producer: Naoto Yamada (Dentsu Tec)
Producer: Daisuke Baba (Dentsu Tec)
Movie Director: Tatsuo Murai (Caviar)
Animator: Ai Sakai (Freelance)
Animator: Kyu Shibayama (Freelance)
Type Designer: Keigo Ogino (ADBRAIN)
Type Designer: Shumpei Watanabe (ADBRAIN)
Interactive Designer: Yuri Morimoto (AID-DCC)
Front-end Developer: Minoru Sako (minsak)
System Developer: Hajime Sasaki (mount-position)
System Developer: Yuya Nishioka (mount-position)
Music Creator: Shuta Hasunuma (Freelance)
Music Producer: Mutsumi Hamano (melody-punch)
Producer: Atsuko Okada (puzzle inc.)
Supporting Webpage: http://pieces.jp/award/2016/greenname/en/nm/
Describe the campaign/entry:
We discovered that over 90% of Japanese names include elements of green. The Kanji characters used in Japanese names are pictograms,
stylized drawings of the objects they represent. Therefore, many more green aspects, which represent elements of nature, exist than what people may realize.
We then launched a website that lets users discover the green elements in their names, and generates animations of greenery.
Creative Execution:
A website that lets users discover the green elements in their names, and generates animations of greenery.Over 3,000 Kanji characters used in Japanese names are transformed into hand-drawn GIF animations. Users could also share the GIF animations of their names on social media.The website also features an e-commerce section for users to purchase merchandise adorn with each of their own Green Name, and a time-limited store was opened for users to shop for their Green Name merchandise and beer cans.
Indication of how successful the outcome was in the market:
Within three weeks, the website generated GIF animations for 1.2 million green names, and garnered coverage from 138 media entities.
Reactions from users included people who were pleasantly surprised when finding unexpected green elements in their names,
and people who became big fans of Green Label.
More than anything, everyone realized that Japan is a country full of green.
This beer brand pushes the image of feel-good green so that we wanted to deliver this feel-good green experience to buyers. Target is young 20’s to 30’s.
We need to do a digital execution to spread out by reaching these young targets.