Awards » The CUP - Asia Pacific AdFest » Asia Pacific Advertising Festival (AdFest) 2014

Asia Pacific Advertising Festival (AdFest) 2014

Award Type: Advertising Awards

1537 Town in Town 3/1 Srivara Road, Plubpla Wangthonglang Bangkok 10310

Website: http://www.adfest.com/
Email: Kem@ADFEST.com
Phone: +66 2 530 9300

Founded in 1988, ADFEST is an annual advertising festival celebrating and raising the standard of creativity.

And for the first time, ADFEST will also accept entries from the Middle East to further embrace the cultural diversity and richness in Asia.

ADFEST is a platform designed not only to promote and recognize creative excellence, but also provides a unique learning opportunity for participants through seeing the best works, listening to inspiring speakers, and exchanging ideas.

ADFEST embraces and celebrates local culture and heritage. With the rich history of heritage and legacy, ADFEST aims for the recognition and preservation of such local value.

Asia Pacific Advertising Festival (AdFest) 2014 Gold winners

NEWS BOTTLE [Video], 1

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Industry Non-alcoholic drinks, Newspapers
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Released February 2013

Awards

Spikes Asia 2013
Design Self Promotion Silver

Credits & Description

Client THE MAINICHI NEWSPAPERS
Product THE MAINICHI NEWSPAPERS
Entrant DENTSU Tokyo, JAPAN
Type of Entry Design: Corporate or Brand Itendity
Category Self Promotion
Category: Drinks, non-alcoholic
Title NEWS BOTTLE
Product/Service THE MAINICHI NEWSPAPERS
Entrant Company : DENTSU Tokyo, JAPAN
Advertising Agency : DENTSU Tokyo, JAPAN
Shinya Nakagawa Amana Inc. Film Editor
Naoto Yoshioka Amana Inc. Retoucher
Yohei Yamada Amana Inc. Retoucher
Atsuhiro Shirahata Amana Inc. Photographer
Hayato Satomi Amana Inc. Assistant Producer
Yuta Sato Amana Inc. Producer
Hiroaki Takahashi The Mainichi Newspapers Producer/Business Development Department
Masashi Inagaki The Mainichi Newspapers Manager/Business Development Department
Atsushi Makino The Mainichi Newspapers Deputy General Manager/Advertising Division
Isao Asada Dentsu Inc. Media Planner
Shuntaro Kikuchi Dentsu Inc. Media Planner
Masahiro Sekimoto Dentsu Inc. Media Planner
Hideya Kuramoto Dentsu Tec Inc. Designer
Ken Yamada Dentsu Inc. Creative Director/Copywriter
Yoshinaka Ono Dentsu Inc. Creative Director/Art Director
Kosuke Takeshige Dentsu Inc. Creative Director/Copywriter
BRIEF EXPLANATION
In order to have young people rediscover the value of newspapers, we developed a medium that continuously increases the contact points between young people and the Mainichi Newspaper. In concrete terms, we changed the packaging of the mineral water that is bought by young Japanese each day into a newspaper, and over one month sold 31 varieties.
DESCRIBE THE BRIEF FROM THE CLIENT:
To activate communication between the Mainichi Newspaper and young people, who tend to read newspapers less these days.
DESCRIPTION OF HOW YOU ARRIVED AT THE FINAL DESIGN:
When arranging the bottles of mineral water in the store, we replicated the packaging design of the real thing, copying the newspaper logo and the typeface, so it would look like real newspapers lined up for sale. Also, we succeeded in creating a new medium through using an advertising framework on the packaging. Also using AR technology incorporated into the bottle packaging, we made it possible for news updates to be read. In addition, we created poster visuals by using images of tricks to describe features of the NEWS BOTTLE.
INDICATION OF HOW SUCCESSFUL THE OUTCOME WAS IN THE MARKET:
1. Achieved sales of an average 3,000 bottles per month per sales outlet, centering on the target, young people. 2. A world first! The topicality of the NEWS BOTTLE was reported as news in various media, successfully raising awareness about the Mainichi Newspaper among young people. 3. There have been many inquiries from other clients about using the NEWS BOTTLE for advertising, so we succeeded in creating new business for the newspaper company.