Chariot Agency unveils giant sticks of Pocky for Glico.

Japanese confectionery company Glico has taken over the PETRONAS Twin Towers and Light Rapid Transit (LRT) trains with a campaign that leverages hyper-realistic CGI to celebrate Pocky Day.

In partnership with Chariot Agency, one of the videos for the campaign features the PETRONAS Twin Towers being turned into larger-than-life Pocky sticks that towered over the city.

Another video saw a pink Pocky sized train pulling up to an LRT platform before its doors open and spill strawberries that filled the carriage all over the platform.

The Chariot Agency also worked together with creative studio Flux 28 to create content that was fantastical while also looking good enough to bite into, said a statement by the agency.

“Aside from creating relevant content for our audience, Pocky is here to celebrate, uplift, and share happiness with everyone. And this video is an extension of that belief,” said Yvonne Teh, head of marketing at Glico Malaysia.

As Pocky Day, which falls on 11 November each year, also coincides with the 11:11 sales event, the campaign aims to leverage surreal marketing to drive sales for Pocky products.

"We believe in pushing boundaries to create content audiences will remember," said Jarrod Reginald, executive creative director at The Chariot Agency.

"This collaboration with Pocky may have been a tall order to pull off but stands as a testament to our commitment in delivering fresh, engaging content,” he added.

The Pocky Day campaign spanned an integrated digital campaign as well as an on-ground physical activation to further engage with customers.

While Glico’s Pocky Day campaign wants Pocky to be in the most recognisable places, the brand recently invited Malaysians to hunt for specific flavours of its Pejoy biscuit line ahead of their discontinuation.

Called ‘The Endangered Pack’, the campaign was also done in conjunction with The Chariot Agency and features Pejoy pack flavours Cookies & Cream, Matcha, and Chocolate for their last campaign.