Cannes Lions
PARTY, Tokyo / SUNTORY HOLDINGS LIMITED / 2016
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To kick off the campaign for cerebral energy drink Shuchu (lit. concentration) Regain, we created the insane world of Dr. Theanine. One concentration experiment is a video of Dr. Theanine's research team at the lab, which applies misdirection to play on cognitive psychological phenomenon of change blindness, and challenges the viewers' concentration.
Logo translation: "Energy Drink for Concentration"
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