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  • SUB CATEGORY :
    BEST USE OF MERCHANDISING & IN-STORE MARKETING
  • COMPANY ENTERING :
    TYO MONSTER, TOKYO
  • TITLE :
    HAHON HOHAHO HIE
  • BRAND :
    BACON POTATO PIE
  • ADVERTISER :
    MCDONALD'S JAPAN
  • AGENCY :
    BEACON/LEO BURNETT TOKYO, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    RON SMITH
  • CREATIVE DIRECTOR :
    TADASHI INOUE
  • COPYWRITER :
    MASAYUKI TANAKA
  • ART DIRECTOR :
    MIKIKO HISAMICHI/YUICHIRO NABETANI
  • ACCOUNT DIRECTOR :
    GREG JONES/MASAYUKI NAMIKI
  • ACCOUNT EXECUTIVE :
    NAOKI IX/DAIKI FURUKAWA
  • AGENCY PRODUCER :
    HIROKI MASHIMA/KOHEI KOBAYASHI
  • FILM PRODUCTION COMPANY :
    TYO MONSTER, TOKYO
  • DIRECTOR :
    DAIHACHI YOSHIDA
  • CINEMATOGRAPHER :
    YOICHI KAMAKARI
  • GAFFER :
    YASUSHI MIYAO
  • EXECUTIVE PRODUCER :
    KEISUKE MOTOMATSU/TAKAHIRO MAEDA
  • PRODUCTION MANAGER :
    ERIKO MACHIDA/AYAKA ARITA
  • CASTING :
    KUMIKO HOSOKAWA
  • STYLIST :
    MIE MINAGAWA
  • HAIR STYLIST :
    MEGUMI SUGITA
  • COOKING STYLIST :
    HANAKO SAKONJU
  • OFFLINE EDITOR :
    TOMOKO MAEDA
  • ONLINE EDITOR :
    YUTA SATO
  • COLORIST :
    JUN TAKADA
  • SOUND DESIGNER :
    TOSHIMASA YANAGIHARA/TADAO TASAI
  • SOUND STUDIO PRODUCER :
    TORU MIDORIKAWA
  • PRINT PRODUCTION COMPANY :
    TYO MONSTER, TOKYO
  • THE BRIEF :
    TO MAKE BACON POTATO PIE, ONE OF THE MOST POPULAR MENU OF MCDONALD’S JAPAN MORE POPULAR AND INCREASE THE SALES.
  • THE STRATEGY :
    WE CHANGED ITS NAME FROM "BACON POTATO PIE" TO "HAHON HOHAHO HIE". THIS IS TO ENHANCE ITS “HOTNESS” THAT MAKES PEOPLE CAN’T SPEAK WHEN THEY BITE IT.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE PRINTED THIS NEW, UNIQUE PRODUCT NAME ON EVERY SINGLE MATERIAL SUCH AS PACKAGES, POSTERS, MENU, AND EVEN ON THE RECEIPT.
  • THE RESULT :
    THIS UNIQUE NAME CAUSED DRAMATIC RESPONSES ON TWITTER, NEWS SITES, YOUTUBE, AND ON TV SHOWS. THE MORE THE NEWS SPREAD,
    THE MORE IT DROVE PEOPLE TO THE RESTAURANTS. ・HEADLINED TWICE AT YAHOO! JAPAN ・BECAME THE NO.1 TRENDING TOPIC ON TWITTER
    ・THE MOST TWEETED PRODUCT NAME IN MCDONALD’S JAPAN’S HISTORY ・JPY169 MILLION↑ IN EARNED MEDIA ・TOTAL SALES WAS 2.5 TIMES MORE THAN LAST YEAR (ALL STOCKS WERE SOLD OUT)