Case study
Client
Bazooka Candy
Services
Communication Plan
Year
2024
Challenge
Bazooka Candy Brands’ first-ever Japanese TV commercial had to land with Gen Alpha — an audience that rejects localized global ideas on sight.
Decision
As a native Harajuku creative, I chose not to localize but to originate: new music, character design and storytelling built around Power-up and Play Level Max, and I led the full communication plan and media buying to match.
Outcome
An “edible entertainment” campaign that connected with Japanese kids on their own terms, delivered as one integrated creative-and-media program.
The work
Bazooka Candy Brands - Power-up to Play Level Max!
As a native Harajuku creative, I shaped and led a campaign celebrating the pure joy of childhood for Bazooka Candy Brands’ first-ever Japanese TV commercial. Built around the themes of Power-up and Play Level Max, the campaign went beyond simply localizing a global idea by developing original music, character design, and storytelling to authentically connect with Gen Alpha audiences in Japan.
Oversaw the end-to-end communication planning and media buying strategy to maximize reach and engagement, delivering an “edible entertainment” experience that empowered kids to see the world through fresh, playful perspectives.
