Brief Explanation

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."

The Brief

■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.

How the final design was conceived

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."

Indication of how successful the outcome was in the market

・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."