Film > Online Film: Sectors
DENTSU CREATIVE X INC., Tokyo / GIN NO SARA / 2023
Overview
Credits
Write a short summary of what happens in the film
A couple is arguing. The girlfriend suspects infidelity and wants to see inside the boyfriend's smartphone, while the boyfriend tries to prevent her from unlocking it using face recognition. The man keeps turning his face away from the phone, and finally, he covers his face with paint to hide it. His quick movement must be thanks to the rice.
Background:
Rice is a staple food in Japan and an important agricultural product, but in recent years, the consumption of rice has decreased significantly. This social issue has many problems, such as a decrease in food self-sufficiency, a decrease in agricultural strength, and the continuation of Japan's food culture. Gin no Sara, as a brand of home-delivered sushi, considered its mission to convey the importance of eating rice to the younger generation through a humorous approach that is easy for them to accept.
Describe the Impact:
Movies were organically released primarily on TikTok and YouTube. Despite having zero media spent, the official Gin no Sara TikTok account has been viewed more than 16 million times in total, becoming a hot topic among the younger generation. The message of the power of rice was once again conveyed. Furthermore, it contributed to boost sales of Gin no Sara.
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