Share Pocky, Share Story
360 Campaign
ROLE: Concept, Art Direction, Design, Content Creation
SOLUTION: We've been flirting with using more lifestyle over the years, we've been dying for Pocky to fully embrace lifestyle, as a whole. So, we took this opportunity to fully lean in.
We leaned into the moments that speaks to the Millennials and Gen Z alike, from a single dad finding new ways to connect with his teenage daughter to lifelong friends navigating a new chapter as one of them becomes a parent. These ideas are applied in the execution in OOH, Social & In-Store POP. By placing Pocky within these authentic moments of connection, we reinforced the brand's promise: Share Pocky. Share Happiness.
RESULTS:
Pocky successfully repositioned itself as a lifestyle brand in the U.S. market through authentic storytelling and everyday moments.
This campaign successfully broke out of the Asian food aisle and became a mainstream snack, earning placement in checkout lanes where shoppers make impulse purchases!
INSIGHT: Sometimes, it's the simplest things that hold our biggest memories. A familiar snack can instantly transport us back to a moment, a conversation, or the people we shared it with. That's what makes Pocky more than just a snack, it becomes a reminder of the memories created around it. Because every time you share a Pocky, you share a story.
AWARDS: American Advertising Awards (LA ADDY) • BRONZE
Category: Social
PROBLEM: Pocky had become strongly associated with the Asian food aisle and a visual identity centered around animated boxes, emojis, and bold red backgrounds. Our challenge was to evolve the brand with a lifestyle-first campaign that positioned Pocky as an everyday snack for everyone without losing the heart of its promise:
Share Pocky. Share Happiness.
TV Spots
Dad & Daughter (:30)
New Mom (:30)
Social Media
The client wanted to connect with the gaming community, millennial moms, and Gen Z across social media. We developed concepts tailored to each audience while keeping the campaign's core message consistent, ensuring the content felt authentic, relevant, and engaging.
Out of Home
In-Store POP
Pocky redesigned their boxes and wanted to have a product shoot. With limited time in production, we squeezed in a product shoot for the new boxes and the new Costco packs while on set for digital TV and social spots. Also added a quick iPhone product shoot for their Walmart Packs that were to be posted in their social media.
Other things we did while on set :)
Product &
Lifestyle Shoot
Done while on set for digital TV & social spots
Director: Pam Thomas
Photographer: Zach Sorensen & Adam Rose
Art Director: Maiqui Layaoen
Copywriter: Alexis Johnson & Conor O’Callaghan