[2014 부산국제광고제 / Bronze] 포카리스웨트 'Make a THIRSTY Scene'

장인정신이 깃든 종이예술!

포카리스웨트가 일본에서 프로모션한 'Make a THIRSTY Scene' 광고입니다.

이 광고는 사람의 손가락 한마디도 안되는 작은 종이인형을 이용해 제작되어 이슈가 되었죠.

포카리스웨트는 영화 고질라의 특수팀과 협업을 통해 이 미니멀하고 앙증맞은 종이인형과 종이로 만든 세트를 이용해 포카리스웨트의 제품을 스토리로 엮어 자연스럽게 표현합니다.

한가지 놀라운 점은 이 영화는 편집없이 하나의 테이크로 촬영했고,

모두 수작업으로 모션 하나하나를 사람의 손으로 움직여 영화로 만들었다는 점입니다.

그야말로 참여한 스탭의 노력이 한땀한땀 들어간 작품인거죠~

샐러리맨의 이야기를 담고 있는 이 광고는 일본에서 선풍적인 인기를 끌었고,

장인에 의해 만들어진 종이 예술이라는 극찬을 받았습니다.

포카리스웨트의 'Make a THIRSTY Scene' 광고는 2014 부산국제광고제에서 Bronze를 수상한 작품입니다.

'Make a THIRSTY Scene'

Innovating the brand POCARI SWEAT has been quenching peoples thirst for more than 30 years. To continue innovating the brand, we took on the challenge of capturing the cycle of "thirst and rehydration."

MINIMALISM "TERADA MOKEI" is paper art on a 1/100 scale, which captures and condenses the core of things. "Vine" creates six-second looped movies which leave a lasting impression in your memory. We combined these to capture the essence of "thirst and rehydration." 

The special microscopic filming The special effects team responsible for creating scenes on a grand scale in the movie, "GODZILLA", have now taken on the challenge of filming on a tiny scale of several millimeters. The movie was filmed in stop motion using the Vine application, in one take with no editing, and posted right away.

The first Japanese "Vine" example It became the first Japanese state-of-the-art example of Vine being used in marketing, resulting in wide coverage in all major media including television, the Internet and magazines. The movies have reached out to more than a million people. Surveys have revealed that "91% of people now have a positive image for our brand thanks to this initiative."

Local culture explanation Japanese office workers also known as "salarymen" are very unique. Every day, they go to office by packed trains, have unfair fights with bosses, and complain about their lives on the way back home. The story is for all Japanese "salerymen" who live the extremely stressful lives. It makes fun of themselves with "wabi-sabi" expression. It is created by Japanese artisan techniques and skills. "TERADA MOKEI" is a paper art which is created by Japanese detailed millimeters craftsmanship. It has a minimalism approach which could be connected to "zen." The special effects of Japanese movies are also unique techniques which make imaginations come alive.

Brand_POCARI SWEAT
Agency_DAIKO Advertising Inc.