DIRECTOR AKIRA TAKATSU

For St. Valentine's Day, one of the highest demand periods for chocolate in Japan, planned and produced an O2O campaign with the intention of implementing distinctive individualization strategies unique to Black Thunder.
In Japan, it is customary for women to give a chocolate to men with a romantic intention on St. Valentine’s Day. Further, there is a unique culture called Giri-choco which is a term used in Japanese culture that refers to chocolates given as a part of customs on the day, particularly among friends and colleagues. It is often given as a token of appreciation or social obligation.
The company developed a Giri-choco vending machine using QR codes and a single poster in an underground passageway in Shinjuku to create an explosive buzz on SNS, along with the tagline "Chocolate that can be recognized as Giri-choco at a glance" that has become synonymous with the Giri-choco culture.

Producing experiential strategies originating from Omotesando and Roppongi, which serve as global information dissemination hubs, with the intention of promoting the allure of ‘KUBOTA SAKE’, a premium sake that Represents not only Japan but also the world. In collaboration with Omotesando Hills, the "OMOTESANDO HILLS SPECIAL WEEKEND with KUBOTA SAKE 30th" successfully encouraged the younger and middle-aged generations to experience Japanese sake, while also creating a buzz on SNS.

Consumer-participation type makeup experience events were planned and implemented in both Harajuku and Shinsaibashi, sacred places for youth fashion in the east and west of Japan.
By skillfully integrating the editorial project of magazine ‘Seventeen’ and the limited-edition designer umbrella created by Shiseido's active designers, a convergence of "share-worthy content" was achieved at a real location as a focal point of dissemination. This triggered more than 1 million tweets.