Morinaga & Co. and Dentsu Tokyo have come together to support students during Japan’s highly competitive university entrance exams by creating a unique campaign with their popular Ramune candy. Known for its focus-boosting benefits, Ramune candy, which is made with 90% glucose, is a favorite study snack among students. To motivate students during this stressful time, the brands used the candy to create a colorful and meaningful artwork that celebrates their exam preparation journey.
The campaign features a pixel art design made from 39,061 Ramune bottles, each carefully arranged by hand in a gymnasium. It took 10 hours to complete the artwork, with each bottle placed meticulously to create vibrant designs. The four designs represent different stages of studying: “Studying Quietly Alone,” “Train Time is Memorization Time,” “Homework in the Library With Friends,” and “Praying to God for Success.” Each design also includes hidden Easter eggs, like sakura blossoms and bells, adding a fun twist to the artwork.
The final design features the phrase “Awaken Your Concentration,” offering a message of encouragement to students during their studies. Actress Riko Ishida also stars in a commercial accompanying the campaign.
These stunning designs are displayed in prominent locations across Japan, including the Dogenzaka Happy Board at Shinjuku Station, the Panorama View Set at Osaka Metro’s Namba Station, and the Sunflower Advertisement Board at Nagoya Subway. The campaign is a perfect blend of creativity, support, and a touch of fun to help students focus and push through this challenging period.
Credits
Agency: Dentsu Inc., Tokyo
Creative Director: Shumpei Murata
Creative Director: Takefumi Hamada
Copywriter: Masashi Araki
Art Director: Sakura Hotta
