Write a short summary of what happens in the film

The film starts with a scene of parents and their daughter eating Nabe (Japanese hotpot dish). It looks like an ordinary dining scene in winter but at the moment when the father is about to put mozzarella cheese heated in the pot into his mouth, he is lifted up high with a crane. It is actually a set, not a dining room. Even in such a situation, the cheese stretches over 6 meters without splitting off. As a crew shows a board saying ‘It's all live-action’, it demonstrates that mozzarella stretches so long in reality. With the word #STRETCHEEEESE, this film encourages consumers to try to stretch the cheese too.

Cultural / Context information for the jury

Playing with food is still considered taboo in Japan but we chose to break some rules as the biggest brand in the market. Instead of using the conventional approaches such as developing new recipes or showing sizzling shots, we invented a way to PLAY with mozzarella unique to winter. We also focused on the live-action shot, since the audience these days expresses stronger oppositions to exaggerated or staged TV shows and commercials.