Sprite Ambient, Case study THE SPLASH VENDING MACHINE [video] by Dentsu Inc. Tokyo, Hakuhodo Tokyo, Taiyo Kikaku Co.

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THE SPLASH VENDING MACHINE [video]

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Industry Soft Drinks
Media Ambient, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Jin Saito
Art Director Kentaro Harano
Copywriter Soyon Kim, Misato Sakamoto
Photographer Naoki Noda, Senzo Ueno, Ryosuke Toyama
Editor Tomohiro Endo, Sakura Seya, Shinji Amemiya
Agency Hakuhodo Tokyo
Agency Taiyo Kikaku Co.
Released November 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
DIRECT LOTUS DIRECT AMBIENT: LARGE SCALE BRONZE

Credits & Description

SUB CATEGORY : DIRECT AMBIENT: LARGE SCALE
COMPANY ENTERING : TAIYO KIKAKU CO., LTD., TOKYO
ENTRY TITLE : THE SPLASH VENDING MACHINE
BRAND : SPRITE
ADVERTISER : COCA-COLA JAPAN
DIRECT/ADVERTISING AGENCY : HAKUHODO INC., TOKYO
CREATIVE DIRECTOR : JIN SAITO
COPYWRITER : SOYON KIM/MISATO SAKAMOTO
ART DIRECTOR : KENTARO HARANO
PLANNER : JUN HATANO/TAKESHI FUKUI/MISATO SAKAMOTO
PRODUCTION COMPANY : TAIYOKIKAKU CO.,LTD., TOKYO
GAFFER : YOSUKE KAI
EDITOR : SAKURA SEYA(TV)/TOMOHIRO ENDO(TV)/SHINJI AMEMIYA(WEB)
PHOTOGRAPHER : NAOKI NODA(TV)/SENZO UENO(TV)/RYOSUKE TOYAMA(WEB)
PRODUCTION MANAGER : HIROKI KATAGIRI/KEI TERAYAMA
PRODUCTION PRODUCER : TEPPEI OHNO/TOSHIYUKI TAKEI
SOUND PRODUCTION COMPANY : PIANO INC., TOKYO
COUNTRY : JAPAN
MUSIC COMPOSER : HIFANA
PRODUCTION DESIGNER : TATEO YANAGIMACHI
SPECIAL EFFECTS COMPANY : TOKKO, TOKYO
OTHER : EI TAKAHASHI/AYUKO SEKIGUCHI
THE BRIEF : SUMMER IN JAPAN IS SUPER HOT!! WE EXPRESSED, BY DRINKING SPRITE WITH THE CATCH COPY OF “SUDDEN(INSTANT) REFRESHMENT” THAT WILL GIVE REFRESHING SENSATION TO THE PEOPLE WHOSE SUFFERING FROM THE HEAT. TO SPREAD THE SPRITE’S CONCEPT OF “SUDDEN REFRESHMENT”, WE CAME UP WITH AN IDEA OF LETTING PEOPLE DIRECTLY EXPERIENCE NOT ONLY THE PRODUCT BUT THE MESSAGE ITSELF.
THE SOLUTION : RE-INNOVATE THE VENDING MACHINE TO THE SPLASH MACHINE, SO THE ACT OF BUYING THE PRODUCT ITSELF WILL GIVE A SUDDEN REFRESHING SENSATION. VENDING MACHINE IS 6M TALL. LIKE ANY OTHER VENDING MACHINE, BY PRESSING THE BUTTON THE PRODUCT WILL FALL. BUT WHAT’S UNIQUE ABOUT THIS VENDING MACHINE IS THAT IT USES THAT MOMENTUM TO MAKE HUGE SPLASHES. THIS VENDING MACHINE WAS INSTALLED ALL OVER JAPAN IN BEACH, OUTDOOR FESTIVAL, MUGGY BUSINESS DISTRICT, AND ROAD-SIDE. THIS SPLASH MACHINE HAS TINY CAMERA EMBEDDED TO CAPTURE THE MOMENT OF PEOPLE WHO EXPERIENCED THE EVENT AND THE “SUDDEN REFRESHMENT” WAS SPREAD OUT ALL OVER SNS.
THE RESULTS : THIS CAMPAIGN CREATED A MASSIVE BUZZ. IT WAS CHOSEN TO BE NO.1 IN JAPAN'S YOUTUBE ADS LEADERBOARD, AND THE NUMBER OF TOTAL VIEW ADDED UP TO MORE THAN 5,400,000. OVER 138,000 PEOPLE EXPERIENCED THIS SUDDEN REFRESHMENT, AND WHAT’S MORE, THE PRODUCT MARKED DOUBLE-DIGIT GROWTH COMPARED TO PREVIOUS YEAR.