18: CRAFT (Craft Campaign (any media))

12 to the fifth power cake - LUMINE - LUMINE JPG

12 to the fifth power cake - LUMINE

12 to the fifth power cake - LUMINE - LUMINE


Title of Entry: 12 to the fifth power cake
Product/Service: LUMINE
Client: LUMINE
Entrant Company: Dentsu Inc.
Creative Agency: Dentsu Inc.
Craft Leader(s): Mio Tsuchiya, Yusuke Koyanagi, Natsuki Tomoda
Role: Sweet Innovator, Art director, Art director
Creative Director: Shunsuke Kaga
Art Director: Yusuke Koyanagi, Natsuki Tomoda
Copywriter: Kunihiko Mishima, Risako Kawashima
Account Manager: Kensuke Matsumoto
Production Company: ADBRAIN Inc. / P.I.C.S. Co., Ltd. / BRAVO Inc. / DENTSU TEC INC.
Date of Release: 2019-12-20
Notes: A study shows proactive astrology enhances cognitive performance and creativity. Japan is a hidden titan of astrology. The scale of the astrology market amounts to approximately $ 10 billion. A survey showed, that 70% of the female population between the age of 18 to 39 years, a whopping 75% said they believed in horoscopes. LUMINE is a commercial establishment popular among women, boasting a corporate philosophy of “Welcome to a new you” . LUMINE decided to utilize astrology as a platform to deliver “a message that positively embraces individuality”. The foundation is Western astrology, which foretells an individual’ s future from the position of planetary bodies at the time of birth. An astrological formula was systemized under the guidance of famous fortune-tellers. Recipes were devised to accommodate 248,832 horoscopic results, and a designing system was established to create unique cakes according to inputted individual dates of birth. A positive message delivered just for you. An entirely unique experience to enjoy that in the form of a cake. 98% of the participants were satisfied with the experience, and many participants were able to welcome the brand-new year with hope.
Other Credits: Sweet innovator : Mio Tsuchiya
Other Credits: Cinematographer/Producer/Director/Production manager : TAPPEI, Hironobu Tokai, Takahiko Kajima, Haruka Tanji
Other Credits: Fortune Teller : Eve Lourdes Haruka
Other Credits: Designer/Graphic design producer : Kenta Saito, Sae Unemoto, Minami Yoshimoto, Shohei Nakajima
Other Credits: Interior designer / Event producer : Ryo Watanabe, Yasuhiro Deguchi, Ryosuke Sato, Hiro Sato, Masakazu Sasaki,
Other Credits: Photo producer / Photo grapher : Kazunori Hoshi, Ryo Funamoto
Other Credits: PR : Atsuko Maruyama , Izumi Furukawa
Other Credits: Visual artist : Miki Kudo, Akio Kawabe, Naoto Yamashita, Yuya Imayuki
Other Credits: Printing director : Shunichi Yamashita, Jinku Uchiyama
Other Credits: Technical Director : Kazuhisa Maegawa
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