Cannes Lions

NON-ALCOHOLIC DRINK

DENTSU, Tokyo / COCA-COLA / 2002

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Overview

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Overview

Description

The "No Reason" Campaign required going to Japanese towns, choosing places completely bound up by rules - places seen as inhibited, boring and lacking in inspiration. In these places we created "No Reason" art that was free and liberated. All of a sudden, there was a noted difference. Because of this campaign, consumer attitudes and behaviour were changed. Consumers began to go by themselves voluntarily to see the advertisements instead of passively viewing them.This campaign helped increase the share of Coca-Cola significantly. More than 20 popular locations in Tokyo were chosen as places that the target group frequents, but, because of strict regulations, the end result was boring. The sudden appearance of objet d'art in these areas, however, made a strong impact. We used an exclusive Internet website to tell the target group where these places were and how to find them. Using documentary photographs of the campaign, we also developed print ads - posters and magazines - for those not able to see the art campaign in person. That is how this art campaign also functioned as an innovative brand ad that was able to reach a nation-wide audience. Most of the time people fall in love with something or are touched or moved without knowing why. In the same way, there's no particular reason why people feel like drinking Coca-Cola.

The target of this campaign is young adults. The young Japanese in this age group are bound by a variety of rules and are under heavy pressure from school and society. To approach this target, we created "No Reason - Coca-Cola" as a brand message and began our campaign. To strengthen the message we chose five famous artists who every day achieve individual expression freely and collaborated with them using the same "No Reason" theme. We believe that this advertisement is an expression of freedom and liberation and the wall between art and advertising appears to have come down. Over the last several years, the Japanese young adult has viewed Coca-Cola as having a rather conservative brand image compared to the competition. The "No Reason - Coca-Cola" Art Project campaign was designed to break this image and revolutionise the consciousness of the young adult.

Execution

Most of the time people fall in love with something or are touched or moved without knowing why. In the same way, there's no particular reason why people feel like drinking Coca-Cola.

The target of this campaign is young adults. The young Japanese in this age group are bound by a variety of rules and are under heavy pressure from school and society. To approach this target, we created "No Reason - Coca-Cola" as a brand message and began our campaign. To strengthen the message we chose five famous artists who every day achieve individual expression freely and collaborated with them using the same "No Reason" theme. We believe that this advertisement is an expression of freedom and liberation and the wall between art and advertising appears to have come down.

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