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
Role:	Creative Director
Creative Director:	Yoshihiro Yagi
Art Director:	Yoshihiro Yagi
Copywriter:	Haruko Tsutsui / Scott Lehman
Account Executive:	Kazuya Onaka
Sector:	N/A
Production Company:	PEN.Inc. / Creative Power Unit / ENGINE FILM INC.
Producer:	Yoshitaka Nakano / Youhei Tanaka / Makoto Sometani
Date of Release:	2019-12-01
Director:	Takuya Demura / HORSTON
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 to be used exclusively at upscale shops and sales outlets, and leveraged social media to promote 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.
Editor:	Takahiro Ota
Music Company:	handsome tracks inc.
URL Link (optional):	http://pocky.details.co.jp/gift/
Other Credits:	Taiji Kimura / Haruko Nakatani / Satomi Okubo (Designer)
Other Credits:	Takuya Fujita / Ryoya Sugano / Mai Umegae / Kotaro Fujiwara (Planner)
Other Credits:	Masamitsu Usui (Construction manager)
Other Credits:	Fumihito Katamura (Photographer)
Other Credits:	Toru Sasaki (Sound Director)
Other Credits:	Atsushi Komuro / Jun Okabe (Production Manager)
Other Credits:	Hidetoshi Hara / Kanako Isumi / Ryohei Tsuji (Web Design)
Other Credits:	Ryusuke Nanki / George Amano (Architect)
Other Credits:	Akitomo Sarada / Atsuko Kagawa (Interior designer)
Other Credits:	Suguru Tachikawa (Animator)