CHUPA CHUPS Campaign "HAPPY COLOR DAY"

ROLE
Planning, Creative Direction, Copywriting
DELIVERABLE
Campaign, Website, Copy
DATE
Mar 2020

Chupa Chups, a long-selling lollipop candy brand that has launched over 100 flavors across more than 160 countries. In light of their colorful flavors and White Day campaign, HAPPY COLOR DAY, we involved from the planning to creative directing, to the campaign’s communication and website design.

Bringing color to White 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.

A “FUN” collaboration in making Chupa Chups a cultural icon

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.

CREDITS

CLIENT
Perfetti Van Melle Japan
ROLE
Planning, Creative Direction, Copywriting
THE TEAM

Creative Director/Planner
Wataru Nakazawa (Momentum)

Creative Director/Planner
Ryo Miyakawamonopo Tokyo

Planner
Tomoki Inagumamonopo Tokyo

Art Director
Yosuke Kamihigashi, Takumi Kawamoto (Sony Music Solutions)

PR Director
Yuya Hamamura, Nozomi Watanabe (Platinum)

Media Planner
Masato Morita (UM)

Account Executive
Isao Suzuki, Miho Kubo (Momentum)

Director/Editor
Hajime Baba (HOEDOWN)

Assistant Director
Sho Ishii (HOEDOWN)

Cinematography
Koichi Takagi

Steady Cam
Jun Kobayashi

Key Grip
Ryota Ide

Assistant Camera
Ryo Muramatsu

Erectrician
Ryo Takahashi, Masahiro Kawakami

Props
Hidetoshi Ando, Miyuki Kikuchi(Pickpic)

Hair Stylist
Hayate Maeda

Make Up Artist
YUKA HIRAC

Stylist
Bunta Shimizu

Choreography
GENTA YAMAGUCHI

Casting Director
Oi-Chan

Dancers
Kazane, Sofia, agepanbancho, $ENA, SHIRYU, Kentaro, RITA, Peco., shanti, Nikki, Sienna, FOX, SayaNinja, HARUKA TANADA, ぼく脳

Production Manager
Daiju Yoshida, Wakana Furusato (HOEDOWN)

Producer
Makoto Takahashi (HOEDOWN)

Making Video Editor
Hiroyuki Hasegawa, Kotora Akiba, Dai Miura (affect)

Copywriter
Tomoki Inagumamonopo Tokyo

Art Director
Takumi Kawamoto (Sony Music Solutions)

Direction
TokyoDex

Artists
COIN PARKING DELIVERY, Ryo Koizumi (RELISH)

Photographer
Kazuki Takahashi

SNS Director
Masahiro Fukuma (tete marche)

Instagram AR Filter Developer
Kuno Fell Asleep

Instagram GIF Sticker Designer
Miwa Nakazawa