Cannes Lions

HOW TO MAKE AN AD

DENTSU INC., Tokyo / NISSIN FOOD PRODUCTS CO. / 2018

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Presentation Image
Case Film

Overview

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Credits

Overview

Description

First, we shared the artwork on Twitter. Then, we shared the artwork with the client’s notes in red, followed by the revised version. After repeated revisions, the artwork becomes nothing like the original. The idea was designed to reflect how the product came to be through repeated revisions suggested by the internet and the stages it had gone through. By showing and sharing its creative process, instead of just releasing the final artwork, we aimed to create online buzz and spread awareness of the product.

Execution

Real time posting (taking in consumer reaction) of images (initial artwork, artwork with the client’s notes in red, revised artwork reflecting changes made in response to the client’s requests) on the product’s official Twitter account.

Outcome

Our Tweets reached 180,000 retweets, topping the 2017 campaigns in Japan (without no ad placements). Within 5 days of posting, our Tweets and campaign were translated in at least 5 countries, spreading overseas, resulting in a cumulative total of over 500,000 retweets globally, with an estimated reach of 100M.

We were able to confirm that the visualization of dislike against “unnecessary revision requests” is a universal theme, while greatly elevating consumer awareness and interest in the product.

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