Cannes Lions
ASATSU-DK, Tokyo / OTSUKA / 2009
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We often eat while ignoring the awareness that the things we eat make us fat. The first question was to identify a situation in which the target group becomes particularly health conscious – when they are just about to go and eat something, or when they regret eating too much in the past. This campaign suggested a "SOYJOY diet" to the target group in various daily situations.
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