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  • AWARDS :
    SILVER
  • SUB CATEGORY :
    MOBILE MARKETING
  • COMPANY ENTERING :
    HAKUHODO KETTLE INC., TOKYO
  • ENTRY TITLE :
    DENTAPPLE
  • BRAND :
    DENTAPPLE
  • ADVERTISER :
    MATSUMOTO APPLE ASSOCIATION
  • AGENCY :
    HAKUHODO KETTLE INC., TOKYO/HAKUHODO INC., TOKYO
  • CREATIVE DIRECTOR :
    SHOTA HATANAKA
  • ART DIRECTOR :
    YUHEI ITO
  • TECHNICAL DIRECTOR :
    YUTO KUMON
  • IOS&ANDROID PROGRAMMER :
    TAKUYA ASAHIDA/YUKU FUJII
  • WEB PROGRAMMER :
    MASASHI OHASHI
  • RETOUCHER :
    YUJI HATAKEYAMA/YUKI NAKAZATO
  • AGENCY DESIGNER :
    HAYATO NAGAOKA/MISATO SAITO
  • APP DESIGN :
    SHOHEI HASEGAWA
  • PR DIRECTOR :
    SOTA HAGA
  • PROJECT MANAGER :
    KENTARO MURAISHI
  • AGENCY PRODUCER :
    KEITARO KAMIJO
  • EVENT PRODUCER :
    HIROKI TAKESHITA/AYAKO TAKEDA
  • PR PRODUCER :
    WATARU SEKI
  • FILM PRODUCTION COMPANY :
    TOKYO, TOKYO
  • DIRECTOR :
    KAZUMA KITADA
  • CINEMATOGRAPHER :
    RYOSUKE TOYAMA/KEN NOBUHARA
  • FILM PRODUCER :
    TOSHIYUKI TAKEI/MASAYOSHI TAKAYANAGI
  • HAIR & MAKE-UP :
    RISA KAYANO
  • STYLIST/WARDROBE :
    WATARU MIURA
  • EDITOR :
    RYUICHI HASEGAWA
  • POST PRODUCER :
    RINTARO KOZASA/MINAMI CHIWAKI/ASUKA TOYODA
  • SPECIAL EFFECTS COMPANY :
    HAKUHODO I-STUDIO INC., TOKYO
  • PRINTER :
    NIKKO PROCESS
  • PRINT PRODUCTION COMPANY :
    HAKUHODO PRODUCT’S INC., TOKYO
  • PHOTOGRAPHER :
    SEIKO ISHIKAWA
  • PRINT PRODUCER :
    RUI GOTO
  • URL :
    http://dentapple.jp/award/en/01
  • THE BRIEF :
    THE CITY OF MATSUMOTO IS FAMOUS IN JAPAN FOR ITS APPLE. APPLES FROM THIS AREA ARE SWEET AND SLIGHTLY HARD. HOWEVER, THE SALES OF APPLES IN THE CITY HAVE DECREASED 30% OVER THE PAST 20 YEARS. THE SALES OF THEIR BIGGEST INDUSTRY HAS AFFECTED THE CITY FINANCIALLY. OUR OBJECTIVE WAS TO SOLVE THIS DOWNWARD TREND IN THE APPLE SALES.
  • THE STRATEGY :
    FROM OLD TIMES, IT HAS BEEN A SYMBOL FOR EXCELLENT TEETH TO BE ABLE TO BITE A WHOLE HARD APPLE FROM A COLD REGION IN JAPAN.
    BUT JAPAN HAS WORLD-CLASS CAVITY PROBLEM. ‘BUSY JAPANESE’ DO NOT HAVE THE TIME TO GET REGULAR DENTAL CHECKUP. SO WE USED THE HARDNESS OF THE APPLES FROM MATSUMOTO TO CREATE A NEW PURPOSE TO EAT AN APPLE: AN APPLE THAT ENABLES TO CHECK THE STATUS OF TEETH JUST BY BITING IT.
  • THE EXECUTION :
    WE CREATED ‘DENTAPPLE’, AN APPLE WITH A DENTAL TEST SERVICE THAT ENABLES DENTAL CHECKUP BY BITING INTO THE HARD APPLE MADE IN MATSUMOTO. BY ANSWERING TO QUESTIONS REGARDING THE PAIN OR DISCOMFORT FROM BITING THE APPLE THROUGH YOUR SMARTPHONE, DENTISTS WILL DIAGNOSE THE HEALTH AND RISK OF YOUR TEETH.
    THE INFORMATION WILL BE DIAGNOSED BY ASSOCIATED DENTISTS, AND YOU WILL RECEIVE A DIAGNOSIS WITHIN 24 HOURS. WHEN THERE’S PAIN BITING AN APPLE, THERE MAY BE A RISK FOR CAVITY. IF IT BLEEDS, THERE’S A RISK FOR GUM DISEASE. IF THE JAW FEELS LOOSE, A RISK FOR JAW ARTHRITIS.
  • THE RESULT :
    DENTAPPLE SPREAD THROUGHOUT JAPAN AS AN APPLE THAT CONNECTED A DELICIOUS APPLE AND DENTAL HEALTH AS A “YUMMY DENTAL CHECKUP.” DENTAPPLE RECEIVED OVER 5 MILLION DOLLARS IN PUBLICITY EXPOSURE. IT ALSO MADE HEADLINES THROUGHOUT THE WORLD, AND DENTAPPLE WIDENED THE MARKET OUTSIDE OF JAPAN, IN 6 COUNTRIES, MAINLY IN ASIA. AS A RESULT, THE SALES VOLUME FOR MATSUMOTO APPLE ASSOCIATION MARKED AN INCREASE OF 155% FROM THE PREVIOUS YEAR. FURTHERMORE, THE JAPAN DENTISTRY HYGIENE’S ASSOCIATION OFFICIALLY CERTIFIED THE DENTAPPLE WHICH HAS MADE COMPANIES AND SCHOOLS TO CONSIDER INTRODUCING THIS AS AN EASY WAY FOR DENTAL DIAGNOSIS.