Category
Ad
Overview
“SNOW STORM” was the follow-up new flavor for “ZEUS,” a new-sensation gum successfully launched by Drill. A TVCM featuring MIYAVI, a popular guitarist and singer, was produced to communicate SNOW STORM’s stimulating crispness and refreshing coolness. As with the previous flavor’s campaign, a myoelectric sensor was used to pick up weak electrical currents produced when chewing gum, which were then amplified. MIYAVI served as the “Chewing VJ.” His high-energy performance of god-like (Zeus-esque) guitar playing, coupled with his cool “bite” that triggered snowstorms, garnered wide-spread attention.
Credit
Client : LOTTE
Agency : Drill＋Dentsu
Production Company : TYO MONSTER＋rhizomatiks
Creative Director : Naoya Hosokawa (Drill)
Planner : Ryohei Manabe (Dentsu)
Art Director : Kengo Aoki・Ippei Iwahara (Dentsu)
Event Director : Keisaku Ibuki・Yasuhiro Suzuki (Drill)
Project Manager : Maki Sato (Drill)
Producer : Takaharu Hatori (TYO MONSTER)
Production Manager : Marie Nakajima・Masanori Okuyama (TYO MONSTER)
Technical Direcor : Daito Manabe・Motoi Ishibashi (rhizomatiks)
Set Design : Tatsuro Shio (RGB Creation)
Account : Tomoyasu Katagai (Dentsu)
Director : Kazuaki Seki (triple-O)
Cast : MIYAVI (UNIVERSAL MUSIC)
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