ADK Tokyo creates 'Love is Organic' campaign for Trife using a loving family of toothbrushes

Trife.jpgTrife Inc. has launched its first-ever brand movie "Love is Organic" to express love of family, which is the brand concept.

The film, created by ADK Tokyo, defines love for family as something that grows naturally rather than something you have to work on, and was created under the theme of "Love is organic." The message, "Love is organic" is meant not only for one's own family, but also for the well-being and peace of families throughout the world. This movie uses toothbrushes, which are icons of daily life, to tell the story.

Trife 2.jpgTrife 4.jpgTrife 5.jpgToothbrushes depict the change in life of a family that happens over the course of 50 years. It portrays how the family goes on over generations, the happiness of repeating normal days, and the fleetingness of the transient nature of time by making excellent use of stop motion animation. The philosophy of the ORALPEACE brand, generated by the love for one's precious family, is poured into the infinitely delicate worldview.

It took five days to shoot, and the total number of still images taken were approximately 1,200.

The art set was also carefully created and time-lapse frame by frame technique was used to faithfully reproduce the family's 50 years of history. Detailed props were prepared to match each era of a boarding house in the 1950s, own house, and after renovation of the house. Almost 250 toothbrushes were used to represent the members of the family. Also, in order to express the time passage with light, approximately 680 types of lightings were used. Uncompromised knowledge and techniques of the filming crew are condensed in this short film.

Creative Director: Kazuma Aoki
Art Director: Fusanari Masuda
Account Director: Toru Hara
Account Executive: Satoshi Ichishima
Film Production Company: Rock'n Roll Japan

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.