Cannes Contenders: J. Walter Thompson Japan
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
J. Walter Thompson Japan
Kit Kat sounds like “kitto katsu,” which means “surely win” in Japanese. That’s made the chocolate bar a popular gift for students studying for university entrance exams in Japan. Entrance exams are not about competing with others, but about the students facing themselves. Examinees make efforts each day to fight endless anxiety, loneliness and irritation. Building off its Kit KatMail, where students receive KIT KAT bars in special mail packages with a handwritten note, Nestle launched Kit Kat Hologram. The new packages include a pre-cut plastic pattern, which turns into a pyramid structure. When a student places it on a smartphone and plays a designated YouTube video, the Japanese boy band DISH// comes to life as a 3D hologram singing to encourage students.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.