TOKYO, JAPAN13.23 million people live in

the most populous city in the world.

But, they are in a population

CRISIS.

KAROSHI“death by overwork”

1 in 3 men ages 30-40

work over 60 hours per week. PEOPLE IN TOKYO FEEL SO ISOLATED THAT THEY “RENT” FRIENDS TO IMPRESS COWORKERS - TO FAKE A TRUE SOCIAL LIFE.

STRATEGY BY STEPHANIE LIN, VICTOR HANAS, PENNY SHIH, LAURA FALOTICO & BRIANA BROCHU

A LEGAL CAUSE OF DEATH SINCE THE 1980’S.

THE JAPANESE WORK

1,780 HOURS PER YEAR

in desperate need of human connection

THEY ARE

OUR GOAL?UNIFY THE PEOPLE OF JAPAN BY

REMINDING THEM OF THE SWEETER TIMES: THE IMPORTANCE OF

SHARING AND TOGETHERNESS.

Ben & Jerry’s encourages fun, sharing,involvement, socialability and leisure

OPPORTUNITY

TARGET AUDIENCE25-40 YEAR OLD WORKING MEN AND

WOMEN LIVING IN TOKYO

TONE OF MESSAGESLIGHT-HEARTED, UPBEAT, CHEERFUL

DESIRED RESPONSEBen & Jerry’s is a much needed break. It’s an escape - a place where you don’t have to think about angry clients. It’s the reminder that you deserve to feel like a kid again. .Life is too short.

PERSONA35-year-old working male named Yosuke in the banking industry.Lives in Tokyo. He has a wife and two kidsAn apartment in the city Must pay rent every month (adding pressure to him to support his family). He also takes care of his elderly parents. His day in the life would be waking up at 4 a.m., eating breakfast prepared by his wife, and going to work until 9 p.m. He arrives home after his children are already asleep. His dinner and shower are prepared for him by the time he gets home. He goes to sleep and repeats this schedule everyday. Some days when he gets out of work early, he will go to bars and drink with his colleagues. Often he will get too drunk from all of his stress. On weekends, he tries to visit his parents in the country outside of Tokyo with his family. Some weekends he will have the opportunity to take classes and learn English to put him ahead in the workplace.

CONVINCEMEN AND WOMEN OF TOYKO WITH DEMANDING CAREERS

THAT THEY NEED

TO FREEZE.