Ezaki Glico Co., Ltd. Print Pocky THE GIFT, 20 by Dentsu Inc. Tokyo

Pocky THE GIFT, 20
The Print Ad titled Pocky THE GIFT, 20 was done by Dentsu Inc. Tokyo advertising agency for subbrand: Pocky THE GIFT (brand: Ezaki Glico Co., Ltd.) in Japan. It was released in Dec 2019.
Advertising campaign for Ezaki Glico Co., Ltd.

Ezaki Glico Co., Ltd.: Pocky THE GIFT, 20

Brand
Pocky THE GIFT  (Ezaki Glico Co., Ltd.)
Media
Print
Released
December 2019
Posted
October 2020
Market
Japan
Industry
Plastic bags, Containers, Packaging & Wrapping
Agency
Dentsu Inc. Tokyo
Creative Director
Yoshihiro Yagi
Copywriter
Haruko Tsutsui
Art Director
Yoshihiro Yagi
Designer
Taiji Kimura
Designer
Haruko Nakatani
Designer
Satomi Okubo
Designer
Minami Otsuka
Designer
Hirono Matsunaga
Photographer
Fumihito Katamura
Producer
Youhei Tanaka
Producer
Makoto Sometani
Director
Takuya Demura
Production Agency
ENGINE FILM Tokyo

Awards:

Cresta Awards 2020
Print DesignCorporate/Brand IdentitySilver
Digital DesignOnline identityBronze
Print DesignPackagingBronze
CraftOutstanding Art Direction (billboards/poster)Shortlist
Print DesignBrochure/PublicationShortlist
Print DesignArt Direction (any category)Bronze
CraftOutstanding Photography (any media)Shortlist
CraftOutstanding Art Direction (print)Shortlist
CraftCraft Campaign (any media)Shortlist
D&AD Awards 2020
PhotographyStill Life & StudioGraphite Pencil
BrandingBrand RefreshGraphite Pencil
ADC Awards 2020
Brand / Communication DesignPostersSilver Cube
Brand / Communication DesignBrandingBronze Cube
PhotographyProduct / CommercialMerit
Packaging DesignFoodGold Cube

Credits & Description:

Title of Entry: Pocky THE GIFT
Brand: Pocky THE GIFT
Product/Service: Pocky THE GIFT
Client: Ezaki Glico Co., Ltd.
Entrant Company: DENTSU INC.
Creative Agency: DENTSU INC.
Judging URL: http://pocky.details.co.jp/gift/
Live site URL: http://pocky.details.co.jp/gift/
Creative Director: Yoshihiro Yagi
Art Director: Yoshihiro Yagi
Designer: Taiji Kimura / Haruko Nakatani / Satomi Okubo
Copywriter: Haruko Tsutsui / Scott Lehman
Account Executive: Kazuya Onaka
Date of Release: 2019-12-01
Photographer: Fumihito Katamura
Notes: Pocky sticks have been Japan’s top-selling chocolate snack for decades. Kids and teenagers love them because they’re easy to share. But sales to young adults were weaker, and our brief was to give this group a way to share and enjoy Pocky sticks anew. So we created stylish new packaging for use at upscale shops and sales outlets, leveraged social media, and created a 12-page newspaper insert promoting the repackaged snacks as a fashionable gift item. The result was significantly higher sales to young adults, the opening of new sales channels, and higher brand visibility and sales overall.
URL Link (optional): http://pocky.details.co.jp/gift/
Other Credits: Yoshitaka Nakano (Creative Producer)
Other Credits: Youhei Tanaka (Producer)
Other Credits: Makoto Sometani (Producer)
Other Credits: Atsushi Komuro (Production Manager)
Other Credits: Jun Okabe (Production Manager)
Other Credits: Sunao Sakurai (Retoucher)
Other Credits: Takuya Fujita / Ryoya Sugano / Mai Umegae / Kotaro Fujiwara (Planner)
Other Credits: Masamitsu Usui (Construction manager)