Analysis Advertising
David Blecken
Jul 9, 2015

The brains behind the Cannes-winning flying shrimp

The client approved the craziest idea. The team nailed the timing for the flour explosions. The videos went viral. But the creatives responsible for NTT DoCoMo's '3-second cooking' series still thought they might get booed at Cannes.

Hisaya Kato, AOI Pro (left) and Tetsushi Kawachi, Tokyu Agency, at the AOI Pro offices in Tokyo

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Bonds taps Robert Irwin to show how wild comfort down under can really get

1 Bonds taps Robert Irwin to show how wild comfort down under can really get

Agency Report Cards 2024: We grade 25 APAC networks

2 Agency Report Cards 2024: We grade 25 APAC networks

Cheetos’ launches limited edition fashionably functional pants

3 Cheetos’ launches limited edition fashionably functional pants

No one talks about ads anymore: Have they lost their pop-culture charm?

4 No one talks about ads anymore: Have they lost their pop-culture charm?

WPP offers free Friday lunches to lure staff back to office

5 WPP offers free Friday lunches to lure staff back to office

Digital Media Awards 2025 winners revealed

6 Digital Media Awards 2025 winners revealed

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

7 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

Thai influencer walks out of KFC ad mid-set

8 Thai influencer walks out of KFC ad mid-set

BMF opens first APAC office in Hong Kong to drive regional growth

9 BMF opens first APAC office in Hong Kong to drive regional growth

Labubu, the art toy craze and why grown-ups can’t get enough

10 Labubu, the art toy craze and why grown-ups can’t get enough

Related Articles

AOI Pro names a new president
Oct 17, 2018
David Blecken

AOI Pro names a new president

With success of 'Shoplifters', AOI Pro sees a future in entertainment
May 29, 2018
David Blecken

With success of 'Shoplifters', AOI Pro sees a ...

AOI Pro enters Silicon Valley as it looks to develop VR business
Oct 13, 2016
David Blecken

AOI Pro enters Silicon Valley as it looks to ...

Production companies need to expand their role: AOI Pro president
Oct 9, 2015
David Blecken

Production companies need to expand their role: AOI ...

Just Published

Creative Minds: Anthony Cassidy is waiting for a chance to set an ad to a Louis Prima soundtrack
22 hours ago
Staff Reporters

Creative Minds: Anthony Cassidy is waiting for a ...

The creative director at Clemenger BBDO on his love for an old Gap ad, annual pilgrimages to see The Flaming Lips, and his indifference to bucket lists.

Women to Watch 2024: Paula Chiang, iProspect
23 hours ago
Staff Reporters

Women to Watch 2024: Paula Chiang, iProspect

Chiang’s leadership, performance-agility mindset, and mentorship has made iProspect an industry champion in driving brand growth while pioneering the implementation of AI-driven solutions for clients and young talent.

Forsman & Bodenfors expands earned-first model as Po Kay Lee takes on Asia role
1 day ago
Rahat Kapur

Forsman & Bodenfors expands earned-first model as ...

EXCLUSIVE: After more than three years leading Forsman & Bodenfors Singapore, Po Kay Lee’s elevation to Asia president comes amid a series of regional wins—and signals a push to reorient the agency’s creative process around ideas, not just media spend.

Google uses AI to block harmful ads—but inconsistencies remain
1 day ago
Staff Reporters

Google uses AI to block harmful ads—but inconsistenc...

Google’s 2024 Ads Safety Report outlines how AI is being used to identify and prevent ad policy violations at scale. While enforcement activity has increased, persistent gaps and inconsistencies exist across markets.