Cannes Lions
DENTSU INC., Nagoya / KINTORA CO,.LTD. / 2017
Overview
Entries
Credits
Description
We took note of the international trend of kanji tattoos.
Since most sake names are written in kanji, we developed bottles that include tattoo stickers that the customer can apply to their body, and used them at the event aimed at non-Japanese tourists.
Tattoos are a way to express their personalities. So they put stickers on and expressed themselves by sharing what they like.
Execution
Taking the traditional “Tribal” tattoo pattern as the base design, we then integrated Japanese characters into this. The sharp shape of the tribal spikes and the "Harai" of the Japanese characters (“harai” is the tip of the Japanese character which resembles the tribal spikes) worked well together as a new design concept which could be read.
This package was used in an event for foreign tourists in August 2016, many people enjoyed the fusion of tattoos and Japanese characters.
Outcome
At the event featuring the special packaging, we surpassed our quotas for interest from participants. Actually making the brand name a part of their body rather than simply drinking it, strengthened the bond between the visitor and the sake.
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