Advertiser: KIRIN HOLDINGS COMPANY,LIMITED
Agency: DAIKO ADVERTISING
Category: Websites, Microsites & Banners
Art Director: Etsuko Iwasaki
Account Executive: Kenichiro Sakamoto (Daiko Advertising)
Planner: Eiji Todate (Daiko Advertising)
Music Composer: Satoshi Takebe
Copywriter: Kayo Okumura (Daiko Advertising)
Director: Kazunari Tanaka (Daiko Advertising)
Production Producer: Kazuya Ogawa
Account Executive: Minoru Sasaki (Daiko Advertising)
Account Executive: Naoki Sakata (Daiko Advertising)
Chief Creative Officer: Taro Nakamura (Daiko Advertising)
Art Director: Haruyo Murata (Daiko Advertising)
Client Brief Or Objective
Kirin is a company that provides GENKI power through food and beverages. Kirin came up with a way to spread GENKI power throughout Japan, which had lost its GENKI power after the 2011 earthquake. This is an unprecedented project to collect the actions of 1 million people to create one song. The term GENKI points to a state of physical and mental well-being.
Implementation
We collected words, photos, and dances that made people GENKI through our website and events. People voted for the most popular ones. We asked famous artists to put together a song. The collected words were used for the lyrics and the photos and dances for the music video. We called for the participation of 1 million people through various media.
Outcome
The song was sold online and as a CD nationwide. We also held a special concert.Six months after starting the call for 1 million people, the number of participants reached 1 million. The number continues to increase and as of December, there have been 1,842,186 participants. Many people listened to the finished song and were given GENKI power. In this way, Kirin succeeded in increasing recognition as a brand that delivers GENKI power. It succeeded in raising its profile.
Execution
Kirin is a company that provides GENKI power through food and beverages. The term GENKI points to a state of physical and mental well-being. So, to collect the GENKI power of 1 million people to create a song and make Japan GENKI through that song.