CHUPA CHUPS Campaign "HAPPY COLOR DAY"

According to a survey we conducted on White Day, more than 80% on White Day revealed that more than 80% “has not enjoyed White Day” and above 70% also answered that they“feel obligation on White Day”. Indicating that people do in fact encounter struggles with the concept of “giving back on White Day”. For many, White Day feels like “no memories = white”, therefore we want to create special White Day memories through strong visual awareness of the colorful Chupa Chups brand. From our wishes, the “HAPPY WHITE DAY '' campaign was posted as a completely white outdoor advertisement in Shibuya (MAGNET by SHIBUYA109 bigboard) on February 16th.

On March 9th, two artists, COIN PARKING DELIVERY and Ryo Koizumi (RELISH), brought color to the original “HAPPY WHITE DAY” advertisement—by painting across the white canvas. This introduced the new “HAPPY COLOR DAY” campaign. Once a year, this ‘purely’ white day rolls around. Rather than feeling the pressures of “giving back from Valentine’s Day”, we hoped this encouraged people for a more free and colorful day enjoyed with, none other than, Chupa Chups.

Year-round, Chupa Chups offers various activities in different dynamic scenes. The goal is for Chupa Chups to naturally catch people’s attention—Chupa Chups while listening to music in day-to-day life, your favorite artist licking Chupa Chups, and a Chupa Chups poster you notice as you stroll around town. With this, the team came together to plan and produce Chupa Chups as a cultural icon. The music for the concept movie of “HAPPY COLOR DAY” incorporated m-flo’s new 1st “loves” project “tell me tell me / m-flo ♡ Sik-K & eill & Daichi Mukai”. We released the concept video and the behind the scenes which both captured the essence of the music video.

In order to boost the campaign's presence on SNS, we created Instagram filters and GIF stickers to distribute throughout the year. By utilizing the graffiti artist’s spray paint as a motif, we brought a colorful experience to a monochrome world.