Brief Explanation

Definition of tasty confectionery is not only determined its texture and taste but SOUND is also one of the significant element. Therefore, we’ve produced an unprecedented musical brand film which makes people smile in a moment by using snacks. That is, to play Christmas song medley such as Jingle Bells, Joy to the World! the Lord is come, and We wish you a Merry Christmas, using the real snack crisp sound. We first analyzed all Glico’s confectionery’s sound, and picked up 26 suitable items as instrument out of over 100 Glico’s line-up. In addition, we have rescreened those items for melody parts and rhythm parts. At last, we needed two months to create the sound of the octave by controlling the form of the mouth, the place that sweets hold, temperate and and power adjustment.

Creative Execution

“Analyze the sounds of snacks” We analyzed all sounds of Glico’s confectionery, and picked up 26 suitable items as instrument out of over 100 Glico’s line-up. Stick-type snacks are suited to playing a melody. And snacks suited to make rhythmic sounds had various characteristics. Thus, for soft snacks that would not produce a loud sound, we used the sound of opening the bag or box to represent a sense of excitement. “Record the sounds of snacks” We found that the musical scale varies depending on factors such as the shape of an open mouth when one eats snacks, which position of a piece of snack to hold, and temperature. We successfully reproduced a melody with a one-octave scale. It took two months to make good. “Create a musical composition” We composed a guiding piece of music using notes from musical instruments. Then, we replaced the notes with actually recorded notes of snacks and succeeded in reproducing a Christmas song. Adding small adjustments to the melody and rhythm, the tune achieved closer to the concept of the final version. “Shoot video” We shot video of each participant biting a snack and manipulating a bag, generating sounds individually. People then appear and disappear rhythmically in sync with the notes of snacks. We reproduced the camerawork simulated in advance by using motion control camera that could repeat exactly the same camerawork. And we had participants eat snacks in tune with the music again and again. it took three days to shoot the video.