Enabled by HP digital printing technologies, the Japan team conceptualised and delivered a marketing project for Johnson & Johnson’s within 24 hours.
Taro Taniwaki and Takayuki Ichida from HAKUHODO, Japan, beat nine other finalist teams in a 24-hour live brief challenge at Spikes Asia 2018.
The challenge was given by HP and Johnson & Johnson to the 10 finalist teams from Singapore, Japan, Philippines and Malaysia. The teams were selected out of 123 submissions from the first-round competition, which was open to advertising and communications executives aged 30 and under from across Asia Pacific.
The challenge was to create a limited-edition baby-care gift set for Southeast Asia-based influencers, key opinion leaders and the Johnson’s Baby online store.
The brief was in support of Johnson’s brand transformation to adapt to changing demographics and attitudes. The new product line containing fewer and simpler ingredients is designed to cater to the needs of their new target audience: millennial mums.
The winning team combined both a design that reflects Johnson’s new gentle messaging and a feasible yet impactful online-to-offline brand experience that taps on a strong parenting insight and habits of millennial mums.
According to HP, HAKUHODO edged the competition because the team “best demonstrated how to use print to create and increase engagement with Johnson and Johnson’s target audience. The creation was feasible to execute, yet has impactful results.”
The project was conceptualised and produced within 24 hours. Part of the brief requirement was to use HP digital printing technologies.
The winning team’s project was printed on the HP Indigo 12000. After their submission at around 3pm, the files were sent to the HP Centre of Excellence to be printed then folded – just in time for the presentation at 11am the next morning. With the 24-hour timeframe, HP was able to showcase the speed of digital printing.