Title | POCARI SWEAT “NEO CHOIR” |
Brand | OTSUKA PHARMACEUTICAL CO., LTD. |
Product / Service | POCARI SWEAT |
Category | F02. Challenger Brand |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
PR | SUNNY SIDE UP Tokyo, JAPAN |
Production | SPOON INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yuya Furukawa | DENTSU INC. | Chief Creative Officer |
Takuya Isojima | DENTSU INC. | Executive Creative Director / Copywriter |
Atsushi Oogi | Nakayoshi Design | Executive Creative Director / Art Director / Planner |
Ryohei Manabe | DENTSU INC. | Digital Creative Director |
Sotaro Yasumochi | DENTSU INC. | Planner |
Haruko Tsutsui | DENTSU INC. | Copywriter |
Asako Fujimagari | DENTSU INC. | Copywriter |
Miharu Matsunaga | DENTSU INC. | Art Director |
Daigo Ito | D2C R Inc. | Digital Planner |
Hiroya Maeda | DENTSU INC. | Account Executive |
Hideki Fukuchi | DENTSU INC. | Account Executive |
Mariko Chigira | DENTSU INC. | Account Executive |
Keitaro Yanuma | DENTSU INC. | Account Executive |
Masakazu Toyooka | DENTSU INC. | Agency Producer |
Yasushi Okuwa | spoon | Executive Producer |
Kentaro Ishibashi | spoon | Film Producer |
Hanae Tomura | spoon | Production Manager |
Ryo Kamiya | spoon | Production Manager |
Rika Fukui | spoon | Production Manager |
Show Yanagisawa | Freelance | Director |
Masachio Mishida | Freelance | Gaffer |
Yukiko Kuribayashi | KUJIRA | Production Designer |
Chihiro Sakai | HATA ART | Production Designer |
Takashi Tanaka | Diamond Snap | Colorist |
Kenichi Sasaki | Freelance | Colorist |
Remi Takenouchi | W | Stylist |
Eito Furukubo | Otie | Hair and Makeup |
Keiko Masuda | Gambit | Casting |
Yuki Shioya | STARDUST PROMOTION Inc. | Talent |
Remi Takara | SUNNY SIDE UP, Inc. | PR Director |
Kentaro Okumura | SUNNY SIDE UP, Inc. | PR Director |
Yutaro Shimizu | SUNNY SIDE UP, Inc. | PR Director |
Kazuyoshi Tonami | YUGE inc. | Sound Studio Producer |
Keisuke Kuzuya | YUGE inc. | Sound Studio Producer |
Nobuaki Tanaka | mob structure inc. | Music Composer |
Zettakun - | Freelance | Lyricist |
yuma yamaguchi | YUGE inc. | Music Arranger |
Sayaka Yasukura | Freelance | Teaching of singing |
Ayaka Toki | Freelance | Recording Engineer |
Erito Ayaki | Freelance | Mixer |
Yoshio Nakamura | Freelance | Sound Engineer |
Amidst the COVID-19 pandemic about a hundred junior and high school students that filmed themselves on their smartphones during lockdown. The footage of them singing individually at home were then edited together to form a group choir performance. The advert ends with the same sky that they are under to illustrate how no matter the physical distance we are all connected.
Pocari Sweat is a popular ionised drink created by a pharmaceutical company founded a century ago. Even after 40 years since its release, this brand is still heavily used amongst junior and high school students. Known for its hydrating effects it is popular not only in Japan but throughout Asia. To illustrate Otsuka Pharmaceutical’s firm belief in the power of human vitality, this advert was made to show the challenges they are willing to face even during a global pandemic. This advert featuring about a hundred junior and high school students in lockdown was released just three days after a state of emergency was declared in Japan, showing us that no matter the circumstances we can still overcome through the power we naturally possess.