MAGIC BOX by Tokyu Agency for Mountain Dew

MAGIC BOX

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Industry Soft Drinks
Media Ambient, Digital, Interactive & Mobile, Case study
Market Japan
Agency Tokyu Agency
Director Satoshi Mori
Designer Misaki Nakamura, Takashi Saiki, Toshikatu Kosuka
Producer Shingostar, Hironori Onoe
Released June 2012

Awards

AD STARS 2012
Interactive Beverage Bronze

Credits & Description

Advertiser: SUNTORY
Agency: TOKYU AGENCY
Category: Fast Moving Consumer Goods
Advertising campaign: MAGIC BOX
Music Coordinator: Akeem (Tofubeats)
Planner: Hideaki Morohashi (Tokyu Agency Tokyo)
Director: Satoshi Mori (Easeback)
Production Manager: Yohey Kondo (Oddjob)
Animator: Daichi Yasuda (Vuno)
Designer: Misaki Nakamura (Rainbow Japan)
Producer: Shingostar (Oddjob)
Designer: Takashi Saiki (Rainbow Japan)
Producer: Hironori Onoe (Ciraf)
Animator: Naoya Sanuki (Oddjob)
Web Director: Takeshi Nishizawa (Rainbow Japan)
Creative Director/Planner: Tetsushi Kawachi (Tokyu Agency Tokyo)
Designer: Toshikatu Kosuka (Rainbow Japan)

Outcome
A lot of people who couldn't do “ollie” could now do “ollie”. They decorate the poster in their room, and it keep them lifting up.・400 people do "ollie" in 2 days and This joy was shared on the Facebook.・Over 20000 "LIKE" on Facebook in 2daysWe succeed to make lot of lovers of Mountain Dew at launch.

Execution
Target : SkatersWe need to make a engagement with them, It's the poster on which they are actually doing “ollie”.They decorate the poster in their room, and it keep them lifting up.

Client Brief Or Objective
Mountain Dew has supported lifting up young people around the world who enjoy skateboarding. In Japan, Mountain Dew had just launched, so we need to make lovers of Mountain Dew. It’s skaters as well. (It's new customers) Therefore, we need to give them fun skating experience, and also need to keep them lifting up continuously.

Implementation
We've created a device. It's called the "MAGIC BOX". People who can not do *“ollie”, can just pose as doing “ollie” on this device, and it will make them look as if they are actually doing “ollie”. We took pictures of people doing “ollie”, and had the popular graffiti artists, who is popular among the skaters, draw on the picture. We printed this on spot and gave it to the skaters in the form of a poster.*“Ollie” is the technique to jump high while riding a skateboard.It's the most significant technique, but it's the most difficult one.