The One Show
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.
Category
Craft / Storytelling
Annual ID
OS23_EX083M
About the Work
In Gifu Prefecture in Japan, where Seki Milk calls home, a big percentage of the kids, being served milk daily, weren't finishing their glass, missing out on much of the essential nutrition they needed. So, Seki created "Milk Manga". Leveraging kids' obsession with manga, or Japanese comics, the Seki milk bottles had illustrations, created from a renowned manga artist, printed right onto the bottle in white ink. So, the more the kids drank, the more manga story was revealed to enjoy. After the special bottles were introduced, 95% of the kids finished all their milk, helping them to get all the nutrition the Seki product offered.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Geometry Ogilvy Japan / Tokyo
Art Director
Wataru Saito
Chief Creative Officer
Doug Schiff
Executive Creative Director
Fumitaka Takano
Photographer
Yasuyuki Akiba
Videographer
Masanori Toba
Account Manager
Mika Ishii
Copywriter / Planner
Hirohisa Fujiwara
Creative Service Manager
Chiharu Ozaki
Creative Video Director
Morris Ku
Manga Artist
Ami Kanze
PR Director
Shima Hayashi
Print Director
Masayuki Matsubara
Production Producer
Yoji Ikeshita
Senior Account Manager
Hiroki Hibi
Senior Art Director / Project Lead
Tomohiko Setoyama
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