Cannes Lions
DENTSU, Tokyo / KIRIN BEVERAGE / 2014
Overview
Entries
Credits
Description
To stimulate the fans' minds and to expand recognition to younger people.
Execution
We created an artwork from a motif of a big tree, which symbolizes Heartland; a tree trunk (concept), roots (history), a perch (spead), etc. These features tell the attractive points of Heartland.
Outcome
As a result, Heartland beer get 13.3% year-on-year sales up, and finally hit the highest sales record ever.
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