Au by KDDI: 350M FAT BURNING TRACK

Credits & Description:

Category: Ambient: Transit

Advertiser: KDDI CORPORATION

Product/Service: AU SMART SPORTS

Agency: HAKUHODO KETTLE

Executive Creative Director: Koichiro Shima

Creative Director: Shin Nagashima

Copywriter: Taku Tsuboi

Art Director: Shin Nagashima

Photographer: Seiko Ishikawa/Tomoko Shimamura

Other Credits: Designer; Kai Suzuki/Kuniharu Yosehara/Sho Uchida

Date of First Appearance: Aug 31 2009 12:00AM

Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN



Description of Ambient execution

Recently Japanese food has westernized and rapidly the body fat percentage of office workers is growing.
We made a mobile service that can measure calorie consumption in real-time trying to grab their attention.
Only five minutes walking can burn body fat and 350m is the average distance of a five minutes walk. A 350ｍ fat burning track advert tried to make office workers understand calorie consumption. There were various food items placed along the track representing how many calories they have burnt on their walk to work.



English Translation of Main Headlines

Only 5 minutes walking is sports!