| Cresta Awards 2020 | ||
|---|---|---|
| Print Design | Corporate/Brand Identity | Silver |
| Digital Design | Online identity | Bronze |
| Print Design | Packaging | Bronze |
| Craft | Outstanding Art Direction (billboards/poster) | Shortlist |
| Print Design | Brochure/Publication | Shortlist |
| Print Design | Art Direction (any category) | Bronze |
| Craft | Outstanding Photography (any media) | Shortlist |
| Craft | Outstanding Art Direction (print) | Shortlist |
| Craft | Craft Campaign (any media) | Shortlist |
| D&AD Awards 2020 | ||
| Photography | Still Life & Studio | Graphite Pencil |
| Branding | Brand Refresh | Graphite Pencil |
| ADC Awards 2020 | ||
| Brand / Communication Design | Posters | Silver Cube |
| Brand / Communication Design | Branding | Bronze Cube |
| Photography | Product / Commercial | Merit |
| Packaging Design | Food | Gold Cube |
Client: Ezaki Glico Co., Ltd.
Agency: DENTSU INC. / Tokyo
Agency: Dentsu Inc. / Tokyo
Design Firm: PEN.Inc. / Tokyo
CREATIVE POWER UNIT / Tokyo
Music & Sound Production Company: handsome tracks Inc. / Tokyo
Post-Production Company: Dai Nippon Printing Co., Ltd. / Tokyo
Dentsu On Demand Graphic Inc. / Tokyo
Production Company: Dentsu Live Inc. / Tokyo
Engine Film Inc. / Tokyo
Caviar / Tokyo
Sunny. / Tokyo
Art Director: Yoshihiro Yagi
Copywriter: Haruko Tsutsui
Animator: Suguru Tachikawa
Designer: Taiji Kimura
Satomi Okubo
Haruko Nakatani
Minami Otsuka
Hirono Matsunaga
Director: Takuya Demura
Horston Horston
Editor: Takahiro Ota
Photographer: Fumihito Katamura
Producer: Youhei Tanaka
Makoto Sometani
Sound Designer: Toru Sasaki
Creative Director: Yoshihiro Yagi
Executive Producer: Yoshitaka Nakano
Architect: Ryusuke Nanki
George Amano
Creative Technologist: Ryohei Tsuji
Interior Designer: Akitomo Sarada
Atsuko Kagawa
Product Manager: Atsushi Komuro
Jun Okabe
Creative Team: Takuya Fujita
Ryoya Sugano
Mai Umegae
Kotaro Fujiwara
Shinya Tamura
Takeshi Nishimura
Taichi Ogisaka
Masamitsu Usui
Sunao Sakurai
Takeshi Suehiro
Hidetoshi Hara
Kanako Isumi
Hajime Yakushiji
Account Team: Kazuya Onaka
Tags: Consumer Packaged Goods / Food / Candy / Snacks
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.