Cannes Lions
DAIKO ADVERTISING, Osaka / OSAKA PREFECTURE / 2012
Overview
Entries
Credits
Execution
Known throughout Japan as a symbol of happiness, Hello Kitty with a teardrop on her face to become Crying Kitty drew wide media attention.
Outcome
Social media spread the news and mass media extensively covered the topic. A local soccer team, life insurance company, a convenience store, and a casino cooperated in providing voluntary support.
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