Taro Taniwaki and Takayuki Ichida from HAKUHODO, Japan, beat nine other finalist teams in a 24-hour live brief challenge at Spikes Asia 2018. The 10 finalist teams were from Singapore, Japan, Philippines and Malaysia. They were selected out of 123 submissions from the first-round competition, which was open to advertising and communications executives aged 30 and under from across Asia Pacific.
HP and Johnson & Johnson challenged the Young Spikes Design Competition teams to create a limited-edition baby-care gift set for Southeast Asia-based influencers, key opinion leaders and the Johnson’s Baby online store. The brief was in support of Johnson’s brand transformation to adapt to changing demographics and attitudes. The new product line containing fewer and simpler ingredients is designed to cater to the needs of their new target audience – millennial mums.
“Creativity is the foundation of innovation,” said Foo Siew Ting, Chief Marketing Officer, Asia Pacific and Japan, HP Inc. “To inspire innovation, we brought together an ecosystem to support creative talent to shine on the biggest stage at the Young Spikes Competition. Through it, we have given the teams new possibilities for communicating their ideas through different platforms and channels. They have all shown how creativity can achieve business objectives to increase Johnson’s brand engagement with their new audience.”
The winning team combined both a design that reflects Johnson’s new gentle messaging and a feasible yet impactful online-to-offline brand experience that taps on a strong parenting insight and habits of millennial mums. They were selected by a four-member jury including three from Johnson & Johnson Asia Pacific – Ganesh Bangalore, Senior Director, Marketing, Baby Care Franchise, Lilian Shieh, Head of Design and Richa Goswami, Head of Digital and Innovation – and Puneet Chadha, Director, Marketing, Graphics Solutions Business, Asia Pacific and Japan, HP Inc.
“I was blown away by the ideas, quality of thinking and attention to detail, all done in 24 hours,” said Ganesh Bangalore, Senior Director, Marketing, Baby Care Franchise, Johnson & Johnson Asia Pacific. “We are thrilled and thankful that HP approached us to work together at Spikes Asia. It has not only given us some absolutely fresh and fabulous ideas to announce the new Johnson’s to mums in Asia Pacific but also opened up tremendous opportunities to transform her experience with the brand through personalization, digitalized interaction and online-to-offline engagement.”
“Spikes Asia is proud to partner HP and Johnson & Johnson to challenge the brightest minds in the region and showcase their talent at APAC’s largest creative communication award and festival,” said Joe Pullos, Spikes Asia Festival Director. “The winning teams proved their tenacity and have produced outstanding ideas over 2 rounds of competition in 3 months, this is a great achievement!”.
“This is the best time of our lives,” said Taniwaki and Ichida. “We made sure our idea was not just designing a gift set, but a campaign that creates impact and drives engagement. During the competition, the HP Zbook empowered us with a new way to create and now we want one for ourselves. The print is also beyond our expectations – we’re so impressed with the quick turnaround and vivid colors.”
The teams worked on the HP Zbook Studio x360 and their works were printed at the HP Graphics Solutions Center of Excellence.