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结束尴尬
案例简介：结果 包装从货架上飞走了 -- 它们在 6 分钟内就消失了。购物者的反应非常积极，第一次引发了东京街头关于卫生纸的公开对话。2017 年，Matsukiyo 将在日本所有 3,500 家商店推出重新设计的卫生纸。 战略 我们会劫持东京市中心的一家松清市旗舰店，并在人行道上大胆地重新设计 12 包松清市品牌卫生纸。然后我们会看到并记录人们的反应。 活动描述 与日本最大的药店连锁店 Matsukiyo 一起，我们决定通过打扮来挑战传统行为。从隐藏的东西来看，我们会让它成为一个有趣而美丽的功能。一个从犯。你在回家的路上炫耀的东西。让其他人看起来的东西。 执行 我们用令人大开眼界的图形包装了 12 包，这是一个远离传统卫生纸包装的世界，包括婴儿的照片、披头士、一袋蔬菜, 和一个撕开的六包。这些包裹没有传统的文字告诉人们包括多少张一层或两层的纸，而是鼓励购买者跳舞和唱歌，变得外向，来庆祝他们的报纸。 概要 在日本，卫生纸是可耻的。当人们购买它时，收银员把它藏在一个巨大的不透明的塑料袋里，准备回家。
结束尴尬
案例简介：Outcome The packs flew off the shelves — they were gone inside 6 minutes. The reactions of shoppers was overwhelmingly positive, sparking (for the first time!) open conversations about toilet paper on the streets of Tokyo. In 2017 Matsukiyo will roll the redesigned toilet paper out across all 3,500 stores in Japan. Strategy We would hijack one of Matsukiyo’s flagship stores in the center of Tokyo and cover it with boldly redesigned 12-packs of Matsukiyo brand toilet paper, right there on the sidewalk. Then we would see and record how people react. CampaignDescription With Japan’s largest drugstore chain Matsukiyo, we decided to challenge traditional behavior by dressing it up. From something to hide, we would make it a fun and beautiful feature. An accessory. Something you show off on the journey home. Something to make other people look. Execution We wrapped the 12-packs in eye-opening graphics that are a world away from traditional toilet paper packaging, including photos of a baby, a beatbox, a bag of vegetables, and a ripped six-pack. Instead of traditional text telling people how many sheets of one-ply or two-ply are included, the packages encouraged purchasers to dance and sing, to be extrovert, to celebrate their paper. Synopsis In Japan, toilet paper is shameful. When people buy it, the cashier hides it in a large non-see-through plastic bag for the journey home.
End Embarrassment
案例简介：结果 包装从货架上飞走了 -- 它们在 6 分钟内就消失了。购物者的反应非常积极，第一次引发了东京街头关于卫生纸的公开对话。2017 年，Matsukiyo 将在日本所有 3,500 家商店推出重新设计的卫生纸。 战略 我们会劫持东京市中心的一家松清市旗舰店，并在人行道上大胆地重新设计 12 包松清市品牌卫生纸。然后我们会看到并记录人们的反应。 活动描述 与日本最大的药店连锁店 Matsukiyo 一起，我们决定通过打扮来挑战传统行为。从隐藏的东西来看，我们会让它成为一个有趣而美丽的功能。一个从犯。你在回家的路上炫耀的东西。让其他人看起来的东西。 执行 我们用令人大开眼界的图形包装了 12 包，这是一个远离传统卫生纸包装的世界，包括婴儿的照片、披头士、一袋蔬菜, 和一个撕开的六包。这些包裹没有传统的文字告诉人们包括多少张一层或两层的纸，而是鼓励购买者跳舞和唱歌，变得外向，来庆祝他们的报纸。 概要 在日本，卫生纸是可耻的。当人们购买它时，收银员把它藏在一个巨大的不透明的塑料袋里，准备回家。
End Embarrassment
案例简介：Outcome The packs flew off the shelves — they were gone inside 6 minutes. The reactions of shoppers was overwhelmingly positive, sparking (for the first time!) open conversations about toilet paper on the streets of Tokyo. In 2017 Matsukiyo will roll the redesigned toilet paper out across all 3,500 stores in Japan. Strategy We would hijack one of Matsukiyo’s flagship stores in the center of Tokyo and cover it with boldly redesigned 12-packs of Matsukiyo brand toilet paper, right there on the sidewalk. Then we would see and record how people react. CampaignDescription With Japan’s largest drugstore chain Matsukiyo, we decided to challenge traditional behavior by dressing it up. From something to hide, we would make it a fun and beautiful feature. An accessory. Something you show off on the journey home. Something to make other people look. Execution We wrapped the 12-packs in eye-opening graphics that are a world away from traditional toilet paper packaging, including photos of a baby, a beatbox, a bag of vegetables, and a ripped six-pack. Instead of traditional text telling people how many sheets of one-ply or two-ply are included, the packages encouraged purchasers to dance and sing, to be extrovert, to celebrate their paper. Synopsis In Japan, toilet paper is shameful. When people buy it, the cashier hides it in a large non-see-through plastic bag for the journey home.
结束尴尬
暂无简介
End Embarrassment
暂无简介
基本信息
- 广告战役： #Matsukiyo# , # Matsumoto Kiyoshi-设计与品牌-5d72#
- 广告品牌： Matsukiyo , Matsumoto Kiyoshi
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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