PAIN
| Client | KRACIE FOODS |
| Product | FRISK MINT |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Type of Entry | TV/Cinema |
| Category | Food Products |
| Title | PAIN |
| Product/Service | FRISK MINT |
| Entrant Company: | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
| Production Company: | AOI ADVERTISING PROMOTION Tokyo, JAPAN |
| Credits |
| Chief Creative Officer | Minoru Fujii |
| Executive Creative Director | Hiroyuki Nagami |
| Copywriter | Satoshi Chikayama |
| Advertiser's Supervisor | Mamoru Higashida |
| Planner | Yuichiro Horie |
| Account Manager | Yuko Kawamura |
| Account Supervisor | Toshihiro Yoshii/Kei Kaneko |
| Production Company | AOI ADVERTISING PROMOTION Tokyo, JAPAN |
| Director | Hisashi Eto |
| Producer | Akinobu Horii |
| Editor | Imagica |
| Sound Design/Arrangement | Aiin Co. |
| Music Artist/Title | A.J.Croce/I Owe It All To You |
| Art Director | Tetsuya Toyoda/Chihiro Akimoto |
| Lighting | Earle Dresner |
Brief Explanation
FRISK has been successful by communicating mental sharpness
with a tagline 'FRISK sharpens you up,'
while all the other competitors are claiming oral stimulation.
Now that competitive climate is getting tougher,
this new campaign was developed to make further differentiation.
Moving one step forward from the function ad saying 'FRISK sharpens you up,'
this new campaign represents the belief of the brand, that is to encourage/praise 'idea-hit,'
the loveliest benefit of mental sharpness.
With this large-scaled cheering message that praises idea-hits,
we succeeded in presenting FRISK brand to look richer and more attractive.