Lotte: POSTER DRAWN WITH 1000 COOKING TOOLS!

Credits & Description:

Advertiser: LOTTE CO.
Agency: ASATSU-DK
Category: Print and Poster Ads
Designer: Emi Tsuchitani (Tatel Design Inc)
Copywriter: Mari Hosokawa (ADK)
Art Directer: Natsue Shimmura (ADK)
Creative Director: Susumu Soga (ADK)
Designer: Youhei Sasaki (Tatel Design Inc)
Artwork: Ayumu Kasuga
Designer: Kazuya Maeda (Tatel Design Inc)
Photographer: Koji Matsuzawa (ADK)
Senoir Creative Director: Nozomi Koyano (ADK)

Client Brief Or Objective
To create a poster to stimulate Valentine’s Day chocolate demand among youthful female target segment while simultaneously boosting ratio of girls who actually made their own hand-made chocolates.

Implementation
We assembled a variety of cooking tools and wrapping goods (more than 1000 items!) used to create handmade chocolates with the aim of creating a poster that would serve as a symbolic reference to this over-the-top teenage fad.Using this vast number of tools to convey a girl in existential distress, we aimed to show not only the cuteness, but also the manic over-the-top zaniness of Japanese girls. The tools became symbols of the girls’ impassioned souls.

Outcome
The “Ghana Valentine Hand-made Station” chocolate-making workshop publicized by the poster was a popular success, and received extensive media coverage. Ghana milk chocolate retained the No. 1 share of Valentine’s Day season bar chocolate sales for the fourth year in a row, contributing to the widespread belief that “If it’s Valentine’s Day it’s gotta be Ghana Milk Chocolate.”

Brief Explanation
Over the past 10 years, Japanese teenage girls have fueled a zany fad of exchanging hand-made Valentine’s Day chocolates. Gathering ingredients and tools and practicing for weeks in advance, they stay up all night making chocolates, as many as 100 each! We conveyed this over-the-top teen fad for confirming friendship with this poster image, created with more than 1,000 cooking tools.