| Title | Name It Burger |
| Agency | Beacon communications k.k. |
| Campaign | Name It Burger |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2017 / 3 |
| Business Sector | Restaurants & Fast Food |
| Story | This campaign was about generating buzz by asking people to name the new burger using the power of sns to regain those users who had lost interest in mcdonald's. Japanese love expressing opinions on social media so they jumpted at the opportunity to participate with the new mcdonald's campaign. Influencers including youtubers joined in the fun and provoked conversation. As it turned out, name it campaign received over 5 million entries, making it the biggest naming campaign ever seen before in japan. We invited people to engage with the brand, through their own creativity, by personalizing a major product. We collaborated with bakarhythm, a deadpan comedian with a large twitter following, to reveal the long temporary name and invited people to try our newest burger. Then we asked them to give it a shorter name that described the great taste – with the campaign “name it burger.” |
| Media Type | Case Study |
| Length | |
| Agency | Dentsu Inc. |
| Executive Creative Director | Ron Smith |
| Creative Director | Yasuji Katsuta |
| Creative Director | Kentaro Suda |
| Creative Director | Tomosuke Furukawa |
| Copywriter | Kazuma Shimokura |
| Copywriter | Kazunori Kawagoshi |
| Copywriter | Maki Ohba |
| Art Director | Hiromi Uzaki |
| Art Director | Satoshi Kohno |
| Art Director | Yoichi Inamura |
| Designer | Natsuko Tatejima |
| Designer | Keitaro Koga |
| Account Director | Greg Jones |
| Account Director | Eisuke Tsujisaki |
| Account Director | Takayuki Imai |
| Account Executive | Jumpei Kyogoku |
| Account Executive | Chiaki Maehara |
| Account Executive | Sawako Nakahara |
| Strategic Planner | Tomoya Oka |
| Director, Brand Management | Kazuhiko Fuchioka |
| Media Planner | Yuya Koyama |
| Planning Team | Takamitsu Kuwano |
| Agency Producer | Maiko Yamaguchi |
| Agency Producer | Hiroki Mashima |
| Production Company | Geek Pictures |
| Director | Koichiro Tsujikawa |
| Production Manager | Yoko Nishikawa |
| Print Producer | Hidekazu Fujii |
| Web Project Manager | Naomi Imon |
| Director of Photography (DOP) | Yoshinobu Yoshida |
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