9: INTEGRATED (Integrated)
Never limit yourself. - Ultra Giga monster
Unlimited Data Plan
|Title of Entry:||Never limit yourself.|
|Brand:||Ultra Giga monster|
|Product/Service:||Unlimited Data Plan|
|Entrant Company:||Hakuhodo Inc.|
|Creative Agency:||BORDER Inc.|
|Account Executive:||Yoshiro Akimoto|
|Account Manager:||Keisuke Fujimura, Ai Shimano, Masaaki Watanabe|
|Creative Director:||Koichiro Yokozawa|
|Art Director:||Takayuki Ichida|
|Copywriter:||Koji Nozawa, Tomoya Suzuki|
|Date of Release:||2019-02-04|
SoftBank, a Japanese mobile carrier company, provides an unlimited data plan with student discount named “Ultra Giga Monster”. This plan is for students, especially for those who love watching videos on social media. In Japan, towards the end of the month, young people are so stressed as they reach their mobile data usage limit by watching many videos on social media. That’s because most of them can only afford a “limited” data plan. Such being the case, they are always afraid of reaching their gigabytes limit and thus looking for free Wi-Fi wherever they go.
We established a fictional country “Gigaless Kingdom” with a serious lack of data capacity. It exaggerates the life of today’s youth who use a lot of gigabytes. “Never limit yourself.” With this message, by setting the 4 saviors as design icons, we created a brand identity they can easily relate to. It was used across all media including poster, commercial film, website, event, and other promotional items.
With this campaign going viral on social media, SoftBank raises awareness among young people and wins the hearts of youth.
|Other Credits:||Masanobu Yoshimura, Osamu Fukui, Wakana Saito, Kumiko Moriwaki, Kakunosuke Mizusawa, Shinichi Mita, Satoshi Yamazaki, Omagari Izumi, PON, Asako Satori, Ken Yamada, Yusei Uesugi, Takehiko Hoashi, Maiko Iwamoto, Shoichi Sakata|