18: CRAFT (Outstanding Photography (any media))

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 JPG

Pocky THE GIFT - Pocky THE GIFT
Pocky THE GIFT

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Pocky THE GIFT - Pocky THE GIFT - Pocky THE GIFT

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/
Craft Leader(s): Yoshihiro Yagi
Creative Director: Yoshihiro Yagi
Art Director: Yoshihiro Yagi
Designer: Taiji Kimura / Haruko Nakatani / Satomi Okubo / Minami Otsuka / Hirono Matsunaga
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 with friends. But sales to young adults were weaker, and our brief was to give this target 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 posters promoting the repackaged snacks as fashionable gift items. 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: Takuya Fujita / Ryoya Sugano / Mai Umegae / Kotaro Fujiwara / Hajime Yakushiji (Planner)
Other Credits: Masamitsu Usui (Construction manager)
Other Credits: Youhei Tanaka / Makoto Sometani (Producer)
Other Credits: Atsushi Komuro / Jun Okabe (Production Manager)