Brief Explanation

This piece was filmed inside the warehouse for Marukome, which is the largest miso (fermented bean paste) manufacturing company in Japan with 160 years of history. Live rock music is performed at the fermenting miso. Rock music resonates in the great outdoors. The microorganisms are depicted as if they are responding to the rock music. The piece announces the launch of the first miso soup in the world that was stimulated by rock music. Miso soup is a traditional Japanese comfort food. However, according to Ministry of Internal Affairs & Communications statistics, the consumption of miso per person has decreased by 50% in the last 40 years. Especially among the young, miso had become somewhat outdated. Marukome was also worried about the decreasing number of young applicants to the company. Instead of just focusing on senior consumers, they needed to boldly change their strategy to engage with the younger generation. The goal of this campaign was to make the young embrace miso once again through an attractive product, thereby increasing their interest.