Client : 大塚製薬
Date : 2013
Url : http://www.otsuka.co.jp/adv/sp/ger/index.html
Posters, General Graphics (2D), Web, Interactive Media, Motion Graphics, CM
Chocolate Incarnated as an Avatar "Melt Calories with Chocolate." The client brief was to establish the brand position of Gerlinea as a leading diet replacement from France with women interested in slimming down as the main target audience by promoting the brand superiority: "Low-Calorie Chocolate." Taking on the challenge, we designed an appealing visual along with a strong tagline "Melt Calories with Chocolate" to lure women that wish to stay fit without abstaining from chocolate consumption tagged with undesirable stereotypes. Our unique approach to the mission was to personify the product with "Chocolate Avatar," a lady with a dazzling physique, whose lower half is elegantly "dressed" up with chocolate that constantly melts down. As a result, the TVC helped the brand expand the existing distribution channels from 20 to 50 in Japan, while it gained huge media exposure, not only in Japan, but also in Europe, including Italy and France, where it is scheduled to be on air.
CREDIT
December 03, 2014 12:10:31
