Paramount Home Entertainment: Indiana Goes Sushi

Credits:

Advertising Agency: HAKUHODO CREATIVE & DEVELOPMENT, Tokyo, JAPAN
Date Of 1st Implementation: 27/11/2004

YUKI ISHII HAKUHODO CREATIVE & DEVELOPMENT COPY WRITER

TOSHIHIRO KOMATSU HAKUHODO CREATIVE & DEVELOPMENT ART DIRECTOR
YASUNORI SUZUKI HAKUHODO CREATIVE & DEVELOPMENT AGENCY PRDUCER
KEIKO EBISAWA HAKUHODO CREATIVE & DEVELOPMENT AGENCY PRODUCER
MAKOTO HIRAYAMA TELESPOT PRODUCER
HIRO TAKEUCHI HAKUHODO CREATIVE & DEVELOPMENT CREATIVE DIRECTOR

Communication Goals
Everyone is familiar, perhaps even too familiar, with the Indiana Jones DVD. We would like people to hear about this re-release as flash news.

Media Strategy
The essence of the Indiana Jones stories is surprise. Indiana Jones pops up in unexpected places.

Creative Executions
Japanese people are very fond of going to the very Japanese-style conveyer-belt sushi bars. Everyone would be very surprised if Indiana Jones made an appearance in one of these.

Media Effort
Every customer stared as Indiana Jones appeared on a conveyer-belt sushi plate. Children stretched out their hands to the plate Indiana Jones was on, and young people took photos with camera-equipped mobile phones.

Value For Money

Indiana Jones DVD sales ¥120,000,000; advertising budget ¥25,000,000