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Industry Fast food
Media Ambient
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Akira Shikiya
Creative Director Toshihiko Yabe
Copywriter Masashi Omae, Tomoko Ishibashi
Designer Masayuki Ikeda, Junko Igarashi, Yuya Mori
Photographer Ryo Takeuchi  
Producer Daisuke Hagiwara
Editor Hiromi Nakajima
Released May 2013


Spikes Asia 2013
Media Best Use of Ambient Media: Small Scale Gold
Cannes Lions 2013
Media Lions Use of Media; Best Use of Ambient Media: Small Scale Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Product/Service: CLASSIC BURGER
Agency: DENTSU Tokyo, JAPAN

Creative Director: Toshihiko Yabe (Dentsu)
Art Director: Akira Shikiya (Dentsu)
Copywriter: Masashi Omae (Dentsu)
Copywriter: Tomoko Ishibashi (Dentsu)
Designer: Masayuki Ikeda (Taki Corporation)
Designer: Junko Igarashi (Taki Corporation)
Designer: Yuya Mori (Taki Corporation)
Photographer: Ryo Takeuchi   ()
Producer: Daisuke Hagiwara (Dentsu Creative Force)
Production Producer: Toru Sugawara (HAT)
Production Producer: Takahiro Taga (HAT)
Editor: Hiromi Nakajima (HAT)
Account Executive: Takeshi Miyakawa (Dentsu)
Account Executive: Masafumi Kodama (Dentsu)
Account Executive: Atsushi Ochida (Dentsu)
Account Executive: Tomonori Nakano (Dentsu East Japan)

Results and Effectiveness

Sales of CLASSIC BURGER to female customer was up to 213% compared to the previous month.
It was featured on the national TV network, as well as in happy voices of customers over their Facebook pages, Twitter and other social network media - ie. Having a burger on the first date was impossible, but this one helps me!] [Grabs women’s heart」 (Facebook comment)

Creative Execution

With a very small budget of printing new designs to existing hamburger wrappers, we could lower the hesitation of female customers.

The wrapper cleverly touched the female insight, and was instantly recognizable / talk-able / share-able, which was an essential feature for the quick service restaurant sector. This unleashed their long kept desire to enjoy the burger care-free.

Insights, Strategy and the Idea

The objective was to increase sales of the 'Classic Burger', the largest sized product sold to female customers - to whom the product was less popular.

In Japan, to open mouth widely is regarded as a bad manners, especially for young females. This was the insight that kept female customers away from enjoying the big Burger.

To lower the hesitation of female customers to eat a bigger hamburger, by taking away the worry of being seen as a ill-mannered person.

Creating a hamburger wrapper that covers people's mouths with a natural look, while opening their mouths widely to eat the big burger.

The Ambient Advert titled LIBERATION WRAPPER was done by Dentsu Inc. Tokyo advertising agency for product: CLASSIC BURGER (brand: FRESHNESS BURGER) in Japan. It was released in May 2013.