| Title | BUTTER UP |
| Brand | MIDORI ANZEN CO., LTD |
| Product / Service | HIGRIP THE4TH |
| Category | A04. Consumer Durables |
| Entrant | NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN |
| Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
| Production | NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| HIRO TAKEUCHI | HAKUHODO INC. | Executive Creative Director |
| ATSUSHI TAKEGAMI | HAKUHODO INC. | Creative Director |
| SINGO INANO | HAKUHODO INC. | Copywriter |
| SINGO INANO | HAKUHODO INC. | Planner |
| TORU NAGAYAMA | HAKUHODO INC. | Account Executive |
| NAOMI SUGAHARA | HAKUHODO INC. | Account Executive |
| SHIGEO MATSUYAMA | Club_A | Director |
| SHIGEKI AKIYAMA | COPAIN | Cinematographer |
| YASUHIRO OTA | Freelance | Lighting |
| NAOKI SOMA | Freelance | Production Designer |
| MAKOTO AKABANE | NIBAN-KOBO PRODUCTIONS CORP. | Producer |
| YUKI OBATA | NIBAN-KOBO PRODUCTIONS CORP. | Producer |
| YUSUKE TAKIGUCHI | NIBAN-KOBO PRODUCTIONS CORP. | Production Manager |
| SHIHO ETORI | CONNECTION | Editor |
| MASAHITO MIZUKAMI | FARARIS | Colorist |
| TAKAYUKI YASOSHIMA | DIGITAL GARDEN | Flame Artist |
| TORU MIDORIKAWA | MELODY PUNCH | Music Producer |
HiGRIP, the No. 1 work shoe for workers in Japan, has been renovated for an anti-fatigue effect. Reason to Believe tells the indelible story of this renovation that makes our shoes “not only anti-slip, but anti-fatigue” with high-density temper foam soles.
This commercial depicts our commitment to supporting the Japanese workforce, shown by incorporating sword fighting and the traditional apprenticeships of the dining industry, as well as a future that, due to a declining working population, requires the support of a foreign workforce as well, shown by using foreign talent as candidates for successor.