Ezaki Glico Co., Ltd. Print Pocky THE GIFT, 22 by Dentsu Inc. Tokyo

Pocky THE GIFT, 22
The Print Ad titled Pocky THE GIFT, 22 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, 22

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:

Advertising agency: DENTSU INC.
Creative Agency: DENTSU INC.
Design Company: PEN.Inc.
Design Company: Creative Power Unit
Photo Production: KATAMURA PHOTOGRAPH OFFICE
Production Company: ENGINE FILM INC.
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
Creative Producer: Yoshitaka Nakano
Retoucher: Sunao Sakurai
Producer: Youhei Tanaka
Producer: Makoto Sometani
Production Manager: Atsushi Komuro
Production Manager: Jun Okabe
Account Executive: Kazuya Onaka
Planner: Takuya Fujita
Planner: Ryoya Sugano
Planner: Mai Umegae
Planner: Kotaro Fujiwara
Planner: Hajime Yakushiji
Architect: Ryusuke Nanki
Architect: George Amano
Construction Manager: Masamitsu Usui
Film Director: Takuya Demura
Animation Director: HORSTON Haggy
Sound Director: Toru Sasaki
Printing Director: Shinya Tamura
Printing Director: Takeshi Nishimura
Printing Director: Taichi Ogisaka
Country: Japan
Published: December 2019
Synopsis:
Pocky sticks have been Japan’s top-selling chocolate snack for decades. Kids and teenagers love them because they’re easy to share with friends. But sales to young adults were weaker, and the brief was to give this target group a way to share and enjoy Pocky sticks anew. So Dentsu Inc created stylish new packaging to be used exclusively at upscale shops and sales outlets, and leveraged social media to promote 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.