Suntory Design & Branding RECYCLOOP by Hakuhodo Tokyo

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RECYCLOOP

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Industry Water
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Creative Director Masaru Kitakaze, Hideo Kato Suntory Business Expert
Art Director Jutaro Mochizuki
Copywriter Jutaro Mochizuki
Designer Taehan Yoo
Producer Tsuchiyama Junji
Illustrator Tetsuro Honda
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: SUNTORY HOLDINGS
Product/Service: SUNTORY NATURAL MINERAL WATER
Agency: HAKUHODO
Creative Director: Hideo Kato (Suntory Holdings)
Creative Director: Masaru Kitakaze (Hakuhodo)
Art Director: Jutaro Mochizuki (Hakuhodo I-Studio)
Planner: Tomomi Taira (Hakuhodo)
Planner: Takayuki Hino (Hakuhodo)
Planner: Ryutaro Hayashi (Hakuhodo)
Producer: Junji Tsuchiyama (Hakuhodo I-Studio)
Designer: Taehan Yoo (Hakuhodo I-Studio)
Interactive Designer: Taehan Yoo (Hakuhodo I-Studio)
Copywriter: Jutaro Mochizuki (Hakuhodo I-Studio)
Project Manager: Chieko Taki (Hakuhodo I-Studio)
Illustrator: Tetsuro Honda (Ship Creative Studio)
Media placement: Digital Banner - Web Sites - 30 November 2011

Describe the brief from the client
Show the circulated environment water to produce 'P-ecot' bottle. The recycling process conveys P-ecot bottles are reusable resources with minimal waste left throughout the ecosystem, and ultimately produces and maintains clean water.

Describe the challenges and key objectives
We were particularly careful in paying attention to the ease in scrolling to display the animation. By having the animation banner infinitely looping, we let users experience this recycling story repeatedly, and were able to successfully share the simplicity and clarity of our message.

Describe how you arrived at the final design
We have created a simple banner that infinitely loops to depict this cycle by using an animated strip featuring a scroll-bar that drags to the right, and shows the infinite cycle of the relationship between the PET bottle and the environment.

Give some indication of how successful the outcome was in the market
The new Suntory Natural Mineral Water 'P-ecot' bottle became no.1 (from its predecessors). The banner made huge impact on 'eco-friendly' in the market.