Dentsu Tokyo turns Morinaga’s Ramune Tablets into art during Japan’s National Common Test for University Admissions

January 28 2025, 11:51 am | BY Adam Shaw | No Comments

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. This made for the perfect weekend for Dentsu Tokyo to launch this billboard and social media campaign.

 

Dentsu Tokyo 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 symoolizes a defining moment in the journey of exam preparation. They also hid other tiny items such as a symbol of success, sakura blossom, a bell, an earbud and a button in the images like Easter eggs.

The campaign was also picked up by local news networks in Japan.

Credits
Agency: Dentsu Inc., Tokyo
Creative Director: Shumpei Murata
Creative Director: Takefumi Hamada
Copywriter: Masashi Araki
Art Director: Sakura Hotta

Dentsu Tokyo turns Morinaga’s Ramune Tablets into art during Japan’s National Common Test for University Admissions Dentsu Tokyo turns Morinaga’s Ramune Tablets into art during Japan’s National Common Test for University Admissions Dentsu Tokyo turns Morinaga’s Ramune Tablets into art during Japan’s National Common Test for University Admissions Dentsu Tokyo turns Morinaga’s Ramune Tablets into art during Japan’s National Common Test for University Admissions