Lumine Co. Print 12 to the fifth power cake, 8 by Dentsu Inc. Tokyo
Lumine Co.: 12 to the fifth power cake, 8
Awards:
| Cresta Awards 2020 | ||
|---|---|---|
| Craft | Craft Campaign (any media) | Silver |
| Creative Technology | Creative use of Data | Bronze |
| Print Design | Art Direction (any category) | Shortlist |
| The ‘wish We’d Thought Of That’ Award | THE ‘Wish we’d thought of that’ AWARD | Shortlist |
| The Media Magic Award | THE MEDIA MAGIC AWARD | Shortlist |
Credits & Description:
Title of Entry: 12 to the fifth power cake
Brand: LUMINE
Product/Service: LUMINE
Client: LUMINE
Entrant Company: Dentsu Inc.
Creative Agency: Dentsu Inc.
Craft Leader(s): Mio Tsuchiya, Yusuke Koyanagi, Natsuki Tomoda
Creative Director: Shunsuke Kaga
Art Director: Yusuke Koyanagi
Art Director: Natsuki Tomoda
Copywriter: Kunihiko Mishima
Copywriter: Risako Kawashima
Account Manager: Kensuke Matsumoto
Production Company: ADBRAIN Inc. / P.I.C.S. Co., Ltd. / BRAVO Inc. / DENTSU TEC INC.
Sweet innovator : Mio Tsuchiya
Cinematographer/Producer/Director/Production manager : TAPPEI, Hironobu Tokai, Takahiko Kajima, Haruka Tanji
Fortune Teller: Eve Lourdes Haruka
Designer/Graphic design producer: Kenta Saito, Sae Unemoto, Minami Yoshimoto, Shohei Nakajima
Interior designer / Event producer: Ryo Watanabe, Yasuhiro Deguchi, Ryosuke Sato, Hiro Sato, Masakazu Sasaki,
Photo producer / Photo grapher: Kazunori Hoshi, Ryo Funamoto
PR: Atsuko Maruyama , Izumi Furukawa
Visual artist: Miki Kudo, Akio Kawabe, Naoto Yamashita, Yuya Imayuki
Printing director: Shunichi Yamashita, Jinku Uchiyama
Technical Director: Kazuhisa Maegawa
Date of Release: 2019-12-20
Notes: A study shows proactive astrology enhances cognitive performance and creativity. Japan is a hidden titan of astrology. The scale of the astrology market amounts to approximately $ 10 billion. A survey showed, that 70% of the female population between the age of 18 to 39 years, a whopping 75% said they believed in horoscopes. LUMINE is a commercial establishment popular among women, boasting a corporate philosophy of “Welcome to a new you” . LUMINE decided to utilize astrology as a platform to deliver “a message that positively embraces individuality”. The foundation is Western astrology, which foretells an individual’ s future from the position of planetary bodies at the time of birth. An astrological formula was systemized under the guidance of famous fortune-tellers. Recipes were devised to accommodate 248,832 horoscopic results, and a designing system was established to create unique cakes according to inputted individual dates of birth. A positive message delivered just for you. An entirely unique experience to enjoy that in the form of a cake. 98% of the participants were satisfied with the experience, and many participants were able to welcome the brand-new year with hope.