Agency: Mike Teevee Client: Yakult Project: The Yakult Lady
Mike Teevee's brief was to create a brand narrative for Yakult and portray the company's DNA in a film - with the core messages of prevention being better than cure, the balance of life, and health maintenance being a dynamic process.
This film looks at a little-known element of the brand, which has its origins in Japan: the 'Yakult Lady'.
Worldwide there are about 80,000 ladies who deliver the Yakult products to their customers, day in and day out, often on a bicycle. In many cases these ladies play an important social role in the lives of the people they visit. The four-minute film focuses on the story of Yukie and Shirogashi and the relationship that forms over the years of visits to her home in a remote village in Japan. It was shot over four days in Japan.
Judge's comment: "Beautiful, charming, and utterly cinematic story that cleverly conveys the history, culture and integrity of the brand. Bravo to Yakult for giving this storyteller space to create a film that is a complete joy to watch - outstanding!"
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