17: PRINT DESIGN (Brochure/Publication)

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Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT JPG
Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT JPG
Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT JPG
Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT JPG
Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT JPG
Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT MOV 1m:50s

Pocky THE GIFT - Pocky THE GIFT
Pocky THE GIFT

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Shortlist

Title of Entry: Pocky THE GIFT
Brand: Pocky THE GIFT
Product/Service: Pocky THE GIFT
Client: Ezaki Glico Co., Ltd.
Entrant Company: DENTSU INC.
Creative Agency: DENTSU INC.
Judging URL: http://pocky.details.co.jp/gift/
Live site URL: http://pocky.details.co.jp/gift/
Creative Director: Yoshihiro Yagi
Art Director: Yoshihiro Yagi
Designer: Taiji Kimura / Haruko Nakatani / Satomi Okubo
Copywriter: Haruko Tsutsui / Scott Lehman
Sector: 45054
Account Executive: Kazuya Onaka
Date of Release: 2019-12-01
Photographer: Fumihito Katamura
Notes: Pocky sticks have been Japan’s top-selling chocolate snack for decades. Kids and teenagers love them because they’re easy to share. But sales to young adults were weaker, and our brief was to give this group a way to share and enjoy Pocky sticks anew. So we created stylish new packaging for use at upscale shops and sales outlets, leveraged social media, and created a 12-page newspaper insert promoting the repackaged snacks as a fashionable gift item. The result was significantly higher sales to young adults, the opening of new sales channels, and higher brand visibility and sales overall.
URL Link (optional): http://pocky.details.co.jp/gift/
Other Credits: Yoshitaka Nakano (Creative Producer)
Other Credits: Youhei Tanaka (Producer)
Other Credits: Makoto Sometani (Producer)
Other Credits: Atsushi Komuro (Production Manager)
Other Credits: Jun Okabe (Production Manager)
Other Credits: Sunao Sakurai (Retoucher)
Other Credits: Takuya Fujita / Ryoya Sugano / Mai Umegae / Kotaro Fujiwara (Planner)
Other Credits: Masamitsu Usui (Construction manager)