STOREHOUSE

TitleSTOREHOUSE
ClientMARUKOME CO.
Product / ServiceMISO SOUP
CategoryB01. Internet Film
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Entrant Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

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 Especially among the young, miso had become somewhat outdated.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.

Credits

Name Company Position
Yusuke Sato DENTSU.inc Creative director/Copywriter
Nao Hirano DENTSU.inc Creative director/Art director
Yohei Nemoto Dentsu Public Relations inc. PR Planner
Yusuke Matsuo Dentsu Public Relations inc. Promotion Planner
Toyoichiro Tada Dentsu Music and Entertainment Senior Producer
Aki Daisho DENTSU.inc Creative Producer
Masataka Kawajiri DENTSU.inc Account Executive
Masahiko Tsumura DENTSU.inc Account Executive
Daiji Yoshida TOHOKUSHINSHA FILM CORPORATION Producer
Shota Sawabe TOHOKUSHINSHA FILM CORPORATION Producer
Mari Mochizuki TOHOKUSHINSHA FILM CORPORATION Production Manager
Sojiro Kamatani Qotori film inc. Director
Takuro Iwagami AIR NOTES Cameraman
Jun Sakai Magic Hand Lighting Director
Ayano Tachibana Freelance Stylist
Shinnosuke Komoda K'S-MAY Sound Engineer
Daisuke Miyako OMUNIBUS JAPAN Compositter
Shogo Makita OMUNIBUS JAPAN Mixer
Tatsuki Saito Freelance CG designer
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