350M FAT BURNING TRACK by Hakuhodo Kettle Tokyo for Au by KDDI

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350M FAT BURNING TRACK

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Hakuhodo Kettle Tokyo
Executive Creative Director Koichiro Shima
Art Director Shin Nagashima
Copywriter Taku Tsuboi
Photographer Seiko Ishikawa, Tomoko Shimamura
Released August 2009

Credits & Description

Category: Ambient: Transit
Advertiser: KDDI CORPORATION
Product/Service: AU SMART SPORTS
Agency: HAKUHODO KETTLE
Executive Creative Director: Koichiro Shima
Creative Director: Shin Nagashima
Copywriter: Taku Tsuboi
Art Director: Shin Nagashima
Photographer: Seiko Ishikawa/Tomoko Shimamura
Other Credits: Designer; Kai Suzuki/Kuniharu Yosehara/Sho Uchida
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN

Description of Ambient execution
Recently Japanese food has westernized and rapidly the body fat percentage of office workers is growing. We made a mobile service that can measure calorie consumption in real-time trying to grab their attention. Only five minutes walking can burn body fat and 350m is the average distance of a five minutes walk. A 350m fat burning track advert tried to make office workers understand calorie consumption. There were various food items placed along the track representing how many calories they have burnt on their walk to work.

English Translation of Main Headlines
Only 5 minutes walking is sports!