SUB CATEGORY :

PRODUCTION DESIGN

COMPANY ENTERING :

SPOON INC., TOKYO

TITLE :

YOU DON’T NEED WINGS TO FLY

BRAND :

POCARI SWEAT

ADVERTISER :

OTSUKA PHARMACEUTICAL CO., LTD.

AGENCY :

DENTSU INC., TOKYO

EXECUTIVE CREATIVE DIRECTOR :

YUYA FURUKAWA

CREATIVE DIRECTOR :

TAKUYA ISOJIMA/ATSUSHI OOGI

ART DIRECTOR :

ATSUSHI OOGI/MIHARU MATSUNAGA

COPYWRITER :

TAKUYA ISOJIMA/HARUKO TSUTSUI/ASAKO FUJIMAGARI

AGENCY PRODUCER :

MASAKAZU TOYOOKA

DIGITAL PLANNER :

DAIGO ITO/RYOTA TAKAHASHI

BUSINESS PRODUCER :

HIDEKI FUKUCHI/KEITARO YANUMA/WAKA KOSUGI/TETSUYA SHIMIZU

PLANNER :

ATSUSHI OOGI/SOTARO YASUMOCHI/KENTA SUZUKI

MEDIA AGENCY :

DENTSU INC., TOKYO

PR AGENCY :

DENTSU INC., TOKYO

PR DIRECTOR :

YOHEI NEMOTO/YOHEI TAKAHASHI

PR PLANNER :

YAMATO TSURUOKA/KANA MIKAWA

FILM PRODUCTION COMPANY :

SPOON INC., TOKYO

DIRECTOR :

SHOW YANAGISAWA

CINEMATOGRAPHER :

TOMOYUKI KAWAKAMI

GAFFER :

KOSHIRO UENO

1ST ASSISTANT DIRECTOR :

HIDENORI TSUMOTO

2ND ASSITANT DIRECTOR :

MASAHIDE KIMURA

FILM PRODUCER :

DAI SANO

PRODUCTION DESIGNER :

YUKIKO KURIBAYASHI

PRODUCTION MANAGER :

MOTOKI MASUDA/RYUNOSUKE OSHIRO

PRACTICAL EFFECTS :

KAZUKUNI MURAKI

CASTING :

KEIKO MASUDA/JEAN PASCAL/SENA NAKAJIMA

ACTING INSTRUCTOR :

YURINASIA

ACTION COORDINATOR :

TOMOAKI KAWASUMI

STYLIST :

REMI TAKENOUCHI

HAIR & MAKE-UP :

EITO FURUKUBO

COORDINATOR :

HIRO KUNI

EDITOR :

TAKASHI TANAKA

COLORIST :

TOSHIKI KAMEI

FLAME ARTIST :

KENICHI SASAKI

SPECIAL EFFECTS COMPANY :

SLANTED, TOKYO

CG DIRECTOR :

FUTOSHI YAMAUCHI

CG PRODUCER :

SHINJI SANTOH

SOUND PRODUCTION COMPANY :

YUGE INC., TOKYO

MIXER :

MASAYUKI SATO

SOUND PRODUCER :

KAZUYOSHI TONAMI/SHUHEI KOMAKI

ASSISTANT SOUND PRODUCER :

KOKI TOGITA

MUSIC COMPOSER :

IMASE WITH PUNPEE/TOBY FOX

ENGLISH SYNOPSIS :

OUR COMMERCIAL FOR THE JAPANESE SOFT DRINK POCARI SWEAT TELLS THE STORY OF A YOUNG GIRL PURSUING A DREAM OF SELF-REALISATION IN THE FANTASY WORLD OF HER MIND. THE SCENE OPENS WITH HER WALKING TO SCHOOL IN THE RAIN. IT SEEMS TO BE A PERFECTLY ORDINARY SCENE UNTIL SHE NOTICES A FLUFFY WHITE CLOUD IN THE MIDDLE DISTANCE. DROPPING HER UMBRELLA AND SCHOOLBAG SHE CLIMBS ONTO THE ROOF OF A NEARBY CAR. JUMPING FROM CAR TO CAR, SHE MAKES ONE FINAL LEAP INTO THE SKY TO LAND ON THE CLOUD. AS SHE LOOKS UP, THE TRANSPARENT VEIL THAT HAD ENVELOPED THE CITY BURSTS OPEN TO REVEAL A BEAUTIFUL BLUE SKY. OUR HEROINE’S FACE IS GLOWING, BATHED IN SUNLIGHT, AND COATED WITH A LIGHT SHEEN OF PERSPIRATION AS THE CAMERA PULLS BACK TO REVEAL THAT SHE IS STANDING BACK ON THE STREET, AND A FRIEND IS RUNNING TO JOIN HER.

ENGLISH CONTEXT EXPLANATION :

POCARI SWEAT IS A SOFT DRINK FORMULATED TO RESTORE ELECTROLYTE BALANCE AND AID REHYDRATION AFTER PHYSICAL EXERTION OR ILLNESS. INTRODUCED IN JAPAN IN 1980, IT HAS SINCE GONE ON TO BECOME ONE OF THE NATION’S TOP-SELLING NON-ALCOHOLIC BEVERAGES. ITS REFRESHING CITRUS FLAVOR HAS ALSO PROVED POPULAR OVERSEAS, AND IT IS NOW SOLD IN MORE THAN 20 COUNTRIES IN ASIA AND THE MIDDLE EAST.IN JAPAN, SALES HAVE TRADITIONALLY BEEN DRIVEN BY ADVERTISING THAT DEPICTS YOUNG PEOPLE ENGAGING IN CHALLENGING AND OFTEN PHYSICALLY DEMANDING ACTIVITIES.