Cannes Lions

12 to the fifth power cakes

DENTSU INC., Tokyo / LUMINE CO. / 2020

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OVERVIEW

Background

A study shows proactive astrology enhances cognitive performance and creativity. The scale of the astrology market in Japan amounts to approximately $ 10 billion. LUMINE is a commercial establishment popular among women, and it utilizes astrology to deliver “a message that positively embraces individuality”. Recipes were devised to accommodate 248,832 horoscopic results, and a designing system was established to create unique cakes according to inputted individual dates of birth. 98% of the participants were satisfied with the experience and were able to welcome the brand-new year with hope.

Idea

In order to convey LUMINE's message "Welcome to new you", we offer individual cakes based on Western astrology, which foretells an individual’ s future from the position of planetary bodies at the time of birth.

Execution

An astrological formula was systemized under the guidance of famous fortune-tellers. Recipes were devised to accommodate 248,832 horoscopic results, and a designing system was established to create unique cakes according to inputted individual dates of birth.

Outcome

98% of the participants were satisfied with the experience and were able to welcome the brand-new year with hope.

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