|Title||MAKE A THIRSTY SCENE|
|Product / Service||POCARI SWEAT|
|Category||A08. Digital Design|
|Entrant||DAIKO ADVERTISING Tokyo, JAPAN|
|Entrant Company||DAIKO ADVERTISING Tokyo, JAPAN|
|Advertising Agency||DAIKO ADVERTISING Tokyo, JAPAN|
|Ryo Umeda||DAIKO Advertising Inc.||Agency Producer|
|Takahiro Kishi||DAIKO Advertising Inc.||Creative Director|
|Misaki Tsuchiyama||DAIKO Advertising Inc.||Planner|
|Ryuji Hamada||DAIKO Advertising Inc.||Planner|
|Naoki Terada||TERADA MOKEI||Production Director|
|Mutsumi Adachi||TERADA MOKEI||Modeler|
|Kenichi Hirate||TERADA MOKEI||Modeler|
|Lin Hsin Yi||TERADA MOKEI||Modeler|
|Shingo Kori||TOHO EIZO BIJUTSU Co./Ltd.||Production Producer|
|Matsutaro Tsuruga||TOHO EIZO BIJUTSU Co./Ltd.||Production Producer|
|Keiichi Sakurai||TOHO EIZO BIJUTSU Co./Ltd.||Director Of Photography|
|Junichi Fujikawa||TOHO EIZO BIJUTSU Co./Ltd.||Assistant Producer|
|Tamotsu Ito||TOHO EIZO BIJUTSU Co./Ltd.||Gaffer|
|Shuichi Kokumai||TOHO EIZO BIJUTSU Co./Ltd.||Cg For Prep|
|Minoru Tanaka||Pickles Inc.||Web Designer|
|Ellie Yamashita||Pickles Inc.||Web Engineer|
|Genya Okada||Pickles Inc.||Web Engineer|
|Yusuke Watabe||Pickles Inc.||Adviser|
We took on the challenge of capturing the cycle of "thirst and rehydration." ■Key objectives - Minimalistic paper art "TERADA MOKEI" is paper art on a 1/100 scale, which captures and condenses the core of things. "Vine" creates six-second looped movies which leave a lasting impression in your memory. We combined these to capture the essence of "thirst and rehydration."
■Brief - Innovating the brand POCARI SWEAT has been quenching people's thirst for more than 30 years. The brief from the client is to continue innovating the brand.
The special effects team responsible for creating scenes on a grand scale in the movie, "GODZILLA", have now taken on the challenge of filming on a tiny scale of several millimetres. The movie was filmed in stop motion using the Vine application, in one take with no editing, and posted right away. This special microscopic filming technique resulted in the creation of one story made up of 9 episodes. All 9 episodes loop every 6 seconds, and the story itself loops, resulting in double looping to represent "the cycle of thirst and rehydration in people's daily lives."
・It became the first Japanese state-of-the-art example of Vine being used in marketing, resulting in wide coverage in all major media including television, the Internet and magazines. ・The movies have reached out to more than a million people. ・Surveys have revealed that "91% of people now have a positive image for our brand thanks to this initiative."