| Title | STRETCHEEEESE |
| Brand | MORINAGA MILK INDUSTRY CO., LTD. |
| Product / Service | MORINAGA KRAFT MOZZARELLA |
| Category | F04. Social Behaviour |
| Entrant | WUNDERMAN THOMPSON TOKYO, JAPAN |
| Idea Creation | WUNDERMAN THOMPSON TOKYO, JAPAN |
| Production | WUNDERMAN THOMPSON TOKYO, JAPAN |
| Production 2 | ONION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takayuki Niizawa | Wunderman Thompson Tokyo | Chief Creative Officer |
| Yuhei Takeyama | Wunderman Thompson Tokyo | Associate Creative Director |
| Norio Okinojo | Wunderman Thompson Tokyo | Associate Creative Director |
| Konomu Suido | Wunderman Thompson Tokyo | Junior Copy Writer |
| Keisuke Hara | Wunderman Thompson Tokyo | Art Director |
| Ko Ishizaka | Wunderman Thompson Tokyo | Account Manager |
| Tamaki Maeda | Wunderman Thompson Tokyo | Strategic Planning Director |
| Ju Yoo | Wunderman Thompson Tokyo | Strategic Planner |
| Yuki Honda | Onion | Film Producer |
| Seiya Mizukami | Onion | Production Manager |
| Takumi Ikemoto | Onion | Production Manager |
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. With the word #STRETCHEEEESE, this film encourages consumers to try to stretch the cheese too.
Daring to break the taboo of playing with food, we demonstrated the brand’s spirit of challenging status-quo and sense of fun. We also focused on the live-action shot as an antithesis to hype and fake, since the audience these days expresses stronger oppositions to exaggerated or staged TV shows and commercials.