China★1344 Pocky packages form a giant smile

A "screen" approximately 5 meters tall, made from 1,344 Glico "Pocky" packages, appeared at a commercial complex in Shanghai, China, timed for Father's Day. Part of Glico's campaign, it was themed around the selfie craze sweeping China's youth. Each package contained a motor, allowing them to move independently. Using facial recognition technology, it captured the expressions of people looking up and displayed them in real-time on the screen alongside their inputted messages.

Visitors were thrilled to see their faces mosaic-like on this "giant Pocky selfie screen," actively sharing it on social media. Video views exceeded 2 million.

Kazuki Tsubura, ECD at Beijing Dentsu CDC, one of the campaign's creators, stated: "Chinese people seem somewhat hesitant to express their feelings directly, but through this kind of setup, they naturally conveyed love and messages to close relatives and others. Just as Glico's snacks bring smiles to people, we're delighted so many participated with smiles."

The campaign is scheduled to be held in Beijing as well, coinciding with Pocky Day in November.

(Click the image below to watch the video)