OSU Captures Japanese Resident's Zest for Life in Distinctive Spot

Masuda Aiko (age 95), Okino Tadashi (92), Hoshi Michiko (93)

OSU the premium Japanese apple cider vinegar brand in the UK, crafted by Mizkan, has launched a playful campaign capturing some of the country’s oldest resident’s vigorous zest for life. 

Research suggests that 85% of Brits already have an interest in Japanese culture and, launching in January, the campaign takes place as the excitement begins to build for the 2021 Tokyo Olympics. Designed to help broaden the brand’s appeal, the work is the first campaign for OSU from Wonderhood Studios.

Research also suggests that almost half (43%) of Brits believe that Japan is the happiest and healthiest nation in the world. but what they may not know is that drinking vinegar is a centuries-old daily habit that’s rooted in Japanese tradition. As well as being one of the top rituals thought to aid a more balanced lifestyle, it’s more than that, it’s a way of life, “something you either have or you don’t”.  

Bryan Carroll, sales and marketing director at Mizkan Euro said: “This is our biggest investment in the apple cider vinegar category yet, and possibly in the UK. We wanted our first foray into this new medium to be as big and bold as the brand is – and believe that Wonderhood has created a campaign that captures our brand distinctiveness, heritage and personality in a fun and unexpected way. We know how much energy was brought both on and off-set, from everyone involved in the creation of this, and we can’t wait to see what our UK consumers think of it.” 

The new campaign will help drive awareness and trial for the premium range of OSU products, developed to overcome perception barriers to taste, with the OSU Original Apple having been recently recognised with prestigious three-star Great Taste Awards. 

Through some vivid outfits, jazz music, and some very experienced Japanese talent, the bright and energetic campaign, directed by Luc-Yan Picker with photography by Alex Dias, captures the energy and attitude of those living life to the full.   

Phil Le Brun and Ads Dechaud, Wonderhood Creatives said: “We had the idea of using Japan’s older residents during our pitch last January. Age diversity in the world of fashion has been a trend in recent years, with older models gracing the cover of Vogue and fashionable grandmother’s popping up on Instagram. We love the way this campaign leans into a fashion world and celebrates older talent.”

The casting for the three nonagenarians took place in the Tokyo area. The talent imbued the attitude and energy of the campaign, which was then turned up a notch in the creative. Working with a Tokyo based production company and local stylist, it was important to the team that everything felt authentic. The locations were unmistakably Japanese, from a traditional public garden to a typical suburban street and the wardrobe choices were a combination of traditional and modern Japan. The music is an original composition brought together by Foster & Foster Music and was inspired by the Japanese jazz music popularised by our talent’s generation. 

The campaign which runs across VOD on All4 and social was produced by Cutters Studios in Tokyo. After multiple 12-hour night shoots with the agency and client team back in the UK, all co-ordinated over Zoom, under strict Covid-safe conditions, the team was able to capture beautiful stills, films, and tonnes of behind-the-scenes content with an incredible cast.