2021 Brand Experience & Activation

OLYMPIC MEDAL

TitleOLYMPIC MEDAL
BrandKIKKOMAN
Product/ServiceSOY SAUCE
Category A01. Consumer Goods
Entrant FREUNDLICHE GRÜSSE Zürich, SWITZERLAND
Idea Creation FREUNDLICHE GRÜSSE Zürich, SWITZERLAND
Production FREUNDLICHE GRÜSSE Zürich, SWITZERLAND
Credits
Name Company Position
Pascal Deville Freundliche Grüsse overall responsibility
Simon Keller Freundliche Grüsse AG Social Media
Samuel Textor Freundliche Grüsse AG overall responsibility
Kathrin Thalmann Delico AG Product Manager
Norihito Iida Freundliche Grüsse AG Art Direction/Concept
Christian Stüdi Freundliche Grüsse AG Text/Concept
Morris Lötscher Freundliche Grüsse AG Text/Concept
Simon Keller Freundliche Grüsse AG Social Media
Sarah Winker Freundliche Grüsse AG Beratung

Why is this work relevant for Brand Experience & Activation?

To communicate a online-contest during the Olympic Games in Tokyo this sujet was created. The sujet tells you two things in one: 1) it's about Olympic Games and about winning medals. 2) Kikkoman deserves gold as the Number 1 soy sauce

Background

Kikkoman needed a visual idea to combine Kikkoman with the Olympic Games.

Describe the creative idea (20% of vote)

Kikkoman – the world’s number 1 soy sauce – has been refining the menus of its customers for years. To celebrate the Olympic Games in Tokyo, a special sujet was created for the legendary Japanese brand: A simple fabric ribbon turns the Kikkoman logo into a gold medal. A message, so strong, that not even words are needed.

Describe the strategy (20% of vote)

Basically everyone. People who are interested in Olympia as well as in food.

Describe the execution (30% of vote)

Because the placement was done during the Olympic Games the reference was clear.

List the results (30% of vote)

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