David Beckham × Meiji — Chocolate Campaign That Swept Japan

In 2003, England captain David Beckham became the face of Meiji's chocolate brands — Almond, Macadamia and Fran. The "Welcome Beckham" campaign drew 50,000 applications for just 1,000 seats at a public press event in Tokyo, and the TV commercial series ran through four instalments. A landmark in athlete-driven integrated marketing in Japan.
CIRCUS led the contracting negotiations and planned and executed the promotional campaign surrounding Beckham's visit to Japan.