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A New Year's campaign for a popular Japanese brand.

Award winning New Year's campaign for a popular Japanese brand.

Client   / 



  • 2x Silver - KIAF International Festival 2021

  • 1x Bronze - KIAF International Festival 2021

  • 1x Bronze - White Square 2021

My role

Senior account manager 


  • Process planning

  • Communicating with the client

  • Participating in creative brainstorming

  • Managing cross-functional teams, including web development and digital products

  • Participating in the creation of proposal documents

  • Overseeing the production team

  • Monitoring project KPIs and managing the advertising budget accordingly

  • Communications with vendors and outsource partners

  • Managing PR and media


In a world, where New Year's presents were getting more and more predictable, we created the perfect gift box - Bokkusu - one that contained all of Miniso.


Create unique experiences during Christmas and New Year in Miniso’s shops.


We created a unique product and marketing communication where anime fans and gift hunters could find the perfect item for Christmas and New Year. As a surprise we created an anime based on a celebrity figure, the most famous Sumo wrestler.


Miniso Bokkusu became the children's favorite New Year's gift and the campaign won multiple awards.

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