Morinaga: Ramune Dot Art

Hi,
I’m Masa, creative director in Dentsu Tokyo. I’d like to share a campaign we recently executed for Morinaga & Co., Ltd., a leading confectionery company in Japan. This “Ramune Dot Art” project has been making huge buzz in Japan!
X: https://x.com/morinaga_angel/status/1880081176167346494
TV News(in Japanese): https://www.youtube.com/watch?v=SYCqyXge36Q
OUTDOOR: https://we.tl/t-yRW0YGbqfm
Behind The Schene: https://www.youtube.com/watch?v=t8EjF80OLII&t=1s
Background
Morinaga’s Ramune tablets, containing 90% glucose, are a popular snack among students as a focus booster while studying. On January 18 (Sat) and 19 (Sun) in Japan, the "National Common Test for University Admissions," a major academic examination, was held. To encourage students, we launched a billboard and social media images on .
Idea
We created a dot art graphic using 39,061 Ramune tablets, arranging each piece meticulously by hand. The process took 10 hours, with careful attention to detail to bring the design to life. The artwork symbolizes a defining moment in the journey of exam preparation. Also, we hid other tiny items such as a symbol of success, sakura blossam,a bell, an earbud and a button in the images like Easter eggs.
We would be thrilled if you could feature this project on your platform! Please feel free to reach out if you have any questions or need additional details.

Best regards,
Masa Araki
Dentsu Tokyo