Cup-a-soup: "100% EMPTY BOX POSTER CORN" Outdoor Advert by Hakuhodo Dy Media Partners

Category: Savoury Foods
Advertiser: AJINOMOTO CO.
Product/Service: KNORR CUP SOUP
Agency: HAKUHODO DY MEDIA PARTNERS INC.
Creative Director: Kazushi Taniichi
Copywriter: Takayoshi Kobayashi
Art Director: Atsushi Nakajima
Account Manager: Hisayuki Kato
Account Supervisor: Ken Donoue/Komokazu Murata
Advertiser's Supervisor: Kiyosuke Musashi
Typographer: Takayoshi Kobayashi
Producer: Mitsuhiro Takeuchi
Date of First Appearance: Apr 2 2009 12:00AM
Entrant Company: HAKUHODO DY MEDIA PARTNERS INC., Tokyo, JAPAN

Advertising Format
Standard Transit Advertising

Dimensions
Hanging Poster on the train (H36.4cm W103cm) 60Sheets

Site Location
Kashima Seaside Railway, Train

English Translation of Main Headlines
Knorr’s commitment to environmental sustainability is reflected in the philosophy of “getting the most out of every ingredient,” and we expressed that in the marketing by turning “trash into advertisements.” Using discarded Knorr boxes, we created 8 types of posters and used them to “train jack” Tokyo rail lines. Our ultra-efficient campaign gained awareness of over 100,000 people during a 3-day train jack. Since the posters were handmade, the creative cost was zero. We succeeded in viscerally appealing the message that Knorr is an ecological + economical brand.