M&M'S is the world-famous fun chocolate. However in Japan, its sales has been decreasing because it does not have anything new. With only limited budget, we need a drastic but simple idea to promote this product.

We discovered "Chocography", the art created with M&M'S, and decided to use this creative ideas for promotion.

Our main target audience are mothers who have kids. Most of Japanese mothers are education-minded, however when they eat snacks,they are more relaxed and creative. We decided they are best target for our campaign.

First, we designed a new M&M'S art package to show the picture of chocography.

Besides, we showed user generated arts in SNS and campaign site, then we encouraged the targets to join our campaign. As a result, we collected thousands of arts in our campaign sites. Secondly, we exhibited the master pieces in a real museum and promoted the event to medias.

233 medias including 4 TV programs reported our campaign.

¥83.5 million media were earned.

SNS likes is more than 48,000.

After the campaign finished, the chocography are still increasing.