SADISTIC BRANDING

Tohato / TYRANT HABANERO

Aug 2006.

たった一人をのぞいて応募者全員プレゼントが当たる「抽選で1名ハズレキャンペーン」、1万回クリックなど異常なストレスが溜まるWEBゲーム「暴大入試」他、“お菓子は甘やかすものから、いじめるものへ”というコンセプトのもと数々の酷いキャンペーンを毎年展開。ブランドとユーザーの新たな絆を築いた。

A long-running campaign for a spicy snack pivoting on the concept of the snack as a bully rather than an indulgence. Each year brings a new cruel campaign, including the “Loser” campaign in which everyone won a prize except one “lucky” loser and “Desparate Entrance Exam,” a stressful web game that required 10,000 clicks. The campaign has created a new kind of relationship between the brand and its users.

AWARDS

Cannes Lions = Promo : Gold, Cyber : Bronze / D&AD = Yellow Pencil / Adfest = Ciber : Gold / ONE SHOW = Bronze

CREDITS

Creative Director : Masaru Kitakaze (Hakuhodo) / Art Director : Katsuhiko Suzuki(Hakuhodo) / Copywiter : Kenji Saito (Honshitsu),Taku Tsuboi (SIX), Nobuhiro Arai (TBWA/Hakuhodo) / Planner : Taku Tsuboi (SIX) / Designer : Yusei Kakizaki,Shuhei Kuwabara (Hakuhodo) Ryo Kadowaki (Android Graphics)