POCARI SWEAT “NEO CHOIR”

TitlePOCARI SWEAT “NEO CHOIR”
BrandOTSUKA PHARMACEUTICAL CO., LTD.
Product / ServicePOCARI SWEAT
CategoryF02. Challenger Brand
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR SUNNY SIDE UP Tokyo, JAPAN
Production SPOON INC. Tokyo, JAPAN

Credits

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

Write a short summary of what happens in the film

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.

Please tell us about how the work challenged / was different from the brands competitors

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.