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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Branded Entertainment

Pocky K.O.

Agency Hakuhodo Inc. / Osaka + CAPCOM Co., Ltd. / Osaka + Capcom Media Ventures, Inc. / Los Angeles + CAPCOM USA, INC. / San Francisco

Client Ezaki Glico Company, Limited
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Annual ID

OS_BE20_068M

About the Work

With the upcoming 2020 Tokyo Olympics, marketing for sports has become limited to official sponsors only, and the snack categories have been taken over by our competitors. We needed a creative idea for Pocky to make a comeback. If sports is out of the picture, there’s eSports! We realized Pocky has appeared in countless video games in the form of a health gauge over 30 years. When we publicized on SNS, the world’s #1 fighting game, Street Fighter V reacted. We created a new play style, called “Pocky K.O.” that requires fighters to match the health gauge with Pocky’s chocolate-to-biscuit ratio by taking just the right amount of damage before winning the match. We even brought this idea to life by developing a game with a new “Pocky K.O.” rule. To win, players have to maintain control over their own heath gauge like never before, creating a totally new gaming experience. It caused a ton of buzz over social media, word spreads throughout U.S and beyond, reaching over a hundred countries without any ad spending. Most importantly, this campaign contributed to sales increase. ・Total Views 4.5million ・Total Online Readership 78 .6 billion