{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF AMBIENT: SMALL SCALE","is_link":false},{"keyword":"ENTRANT COMPANY","content":"HAKUHODO INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"LAPTOP BENTO","is_link":false},{"keyword":"BRAND","content":"FMV NOTE U","is_link":false},{"keyword":"ADVERTISER","content":"FUJITSU CLIENT COMPUTING LIMITED","is_link":false},{"keyword":"AGENCY","content":"HAKUHODO INC., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"NAOTATSU NOZAWA ","is_link":false},{"keyword":"ART DIRECTOR","content":"KAZUKI NISHIZAWA ","is_link":false},{"keyword":"COPYWRITER","content":"NAOTATSU NOZAWA\/RYOSUKE NAKANISHI","is_link":false},{"keyword":"PRODUCER","content":"KAIKI IMAMURA\/TATSUMA NISHIKAWA\/YASUHIRO FUKUNAGA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"WAKANA TOBITA\/MASAKI MIZUTANI","is_link":false},{"keyword":"FOOD STYLIST","content":"EMI SAKATA\/YUKIKO KATSUMATA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"NAOYA NISHIMURA ","is_link":false},{"keyword":"MEDIA AGENCY","content":"HAKUHODO DY ONE INC., TOKYO","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"SHOICHIRO TSURU ","is_link":false},{"keyword":"MEDIA PLANNER","content":"TAE YAMAGUCHI\/NANAKO SHOJI","is_link":false},{"keyword":"PR AGENCY","content":"PLATINUM INC., TOKYO","is_link":false},{"keyword":"PR DIRECTOR","content":"NOZOMI WATANABE ","is_link":false},{"keyword":"PR PLANNER","content":"SHO KICHISE\/JYUNYA HIOKI\/KOUSHUN ADACHI","is_link":false},{"keyword":"PRINT PRODUCTION COMPANY","content":"FOTON.INC, TOKYO","is_link":false},{"keyword":"PHOTOGRAPHER","content":"YUKICHI KAMEI ","is_link":false},{"keyword":"RETOUCHER","content":"NANASE YAMADA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"The core challenge was a painful paradox: we had engineered the world’s lightest laptop, yet nobody was talking about it. In a crowded digital market, even a world-record lightness can remain invisible when you can’t physically feel it.\r<br>Our mission was to let Japanese business professionals physically experience this world-record lightness. However, we faced two insurmountable barriers: 1) Legal: Japanese law prohibits comparative advertising. 2) Physical: In retail stores, laptops are secured with heavy anti-theft wires, making it impossible to feel their true weight.\r<br>To overcome both, we turned to a deeply rooted cultural habit: the Bento.\r<br>In Japan, laptops and Bento lunch boxes are inseparable parts of a business professional’s daily routine. We transformed this everyday staple into a new kind of medium by creating the “Laptop Bento”ー a lunch box that precisely replicated the dimensions and exact 634g weight of the FMV Note U.\r<br>By picking it up, people could instinctively compare its weight with the laptops they carry every day. Without mentioning competitors, without touching a store display, they could feel the difference.\r<br>The idea resonated immediately. The Laptop Bento went viral, generating 37,000 organic social posts and over 900 million impressions. As demand surged, Bento vendors across Japan requested to stock it. Through repeated production and restocking, distribution expanded organically to 11 regions, turning a daily meal into a self-propagating media network. \r<br>This hands-on experience increased purchase intent by 44% and helped the brand to achieve the #1 market share in the Japanese consumer laptop marketーfor the first time in 40 years.\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The biggest challenge was that “lightness” cannot be communicated digitally. While advertising can convey thinness or lifestyle, they cannot communicate \"weight.\" Even the world’s lightest laptop remains invisible online if it cannot be felt.\r<br>In Japan, this challenge is intensified by two barriers: strict laws prohibit comparative advertising, and in-store displays are tethered by heavy security wires, making it impossible to feel the true weight.\r<br>Our insight came from observing the daily rhythm of Japanese business professionals. Over 74% carry a laptop every day, and nearly all purchase a Bento for lunch. We realized that by hacking this daily habit, we could create the only medium that allowed targets to physically compare weight against their own devices.\r<br>When someone picks up a Laptop Bentoーvisually rich hat and satisfying, yet unexpected lightーthe contrast creates an immediate sensory impact. By precisely matching the Laptop Bento to the FMV Note U’s exact 634g weight, we transformed an everyday necessity into a sensory comparison tool that bypassed both legal and physical restrictions.\r<br>","is_link":false},{"keyword":"STRATEGY","content":"Our strategy was to turn the Bento—a beloved daily pleasureーinto a tangible communication medium for weight. In Japanese work culture, laptops and Bento are an inseparable duo; over 74% of professionals carry a laptop and buy Bento daily. Instead of forcing consumers into stores, we met them in their natural environment: lunch stalls they visit every day.\r<br>To ensure immediate resonance, the Laptop Bento’s food layout was designed to resemble business presentation slides, with ingredients forming charts and graphs. This witty visual served as a clear signal to targets that they were the intended audience. Recognizing the humor, they were moved to share the experience on social media with amusement.\r<br>This created online buzz and as people shared the experience, demand grew organically. Bento vendors across Japan began requesting to stock the Laptop Bento, allowing distribution to expand to 11 regions without paid media. By aligning with daily routines and sharing behavior, we turned an everyday lunch into a nationwide, hands-on product demonstration of the product’s lightness.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"As the heart of the execution was the Laptop Bento itself. Each meal was packed in a custom container mimicking a laptop chassis, with ingredients calibrated to 1-gram precision by master craftsmen to perfectly match the product’s weight. We transformed the abstract data of weight into a \"delicious experience.\"\r<br>To engage business professionals, we collaborated with chefs to develop a layout and transformed food into infographicsーcrab, salmon roe, and rice arranged like business presentation slides, turning lunch into an interactive and enjoyable product presentation, Business professionals began humorously comparing the Laptop Bento’s weight with their own heavy laptops, creating a viral meme that spread across social media.\r<br>As buzz intensified, retailers nationwide requested to participate. Through repeated production and restocking, distribution expanded to 11 regions across Japan, transforming the Laptop Bento into a self-propagating media network that continuously communicated the product’s lightness.\r<br>","is_link":false},{"keyword":"RESULT","content":"By inventing the \"Laptop Bento\"—which evolved into a powerful new form of media through its own viral success—it delivered exceptional effectiveness and massive business impact with minimal investment.\r<br>Media Transformation: A local activation evolved into a nationwide media platform across 11 regions.\r<br>Public Interest: 3-hour queues at launch; sold out every day.\r<br>Earned Media: 307 media features and 37,000 organic social posts.\r<br>Massive Reach: Over 900 million total impressions—reaching 1 in 10 people in Japan.\r<br>Brand Impact: Purchase intent increased by 44%.\r<br>Market Success: This \"living media\" drove a historic turnaround; for the first time in 40 years, the brand captured the #1 market share in the Japanese consumer laptop market.\r<br>The Laptop Bento proved that when a product’s core value is experienced physically, it can bypass traditional media and become its own.\r<br>","is_link":false}],"files2":[{"name":"ME10_004.mp4","type":"mp4"},{"name":"ME10_004_DI01L.jpg","type":"jpg"}],"count":2}