Healthcare > Health & Wellness: Consumer Products Promotion
MILK MANGA
VML OGILVY JAPAN, Tokyo / SEKI MILK / 2024
Awards:
Overview
Credits
Overview
Background:
SEKIMILK is a regional milk producer in Gifu Prefecture in central Japan. It produces fresh, wholesome milk for a variety of kinds of stores in the area, as well as schools. In the elementary schools, where milk plays an important role in providing for the children's everyday nutrition, the schools and SEKIMILK were noticing that a large percentage of the kids weren't finishing their daily bottles. So, the school system in the area, concerned about the kids' daily nutrition intake, asked SEKIMILK what they could do to have them finish their milk. The budget was minimal at best, and the coverage would be across the Prefecture affecting some 40 schools.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
SEKIMILK is a local brand in GIFU prefecture in central Japan. As it produces milk in the same area where it's distributed, the company takes great care to ensure quality in its products. And it also has great concern about the community and the health of the kids in that area. Therefore, as they came to understand that the younger kids weren't getting all the nutrition they needed, they looked for a solution that would help. Milk Manga became that solution—a true win-win which brought as much happiness to the kids, and it did good health.
Translation: Provide a full English translation of any text.
Here's an example of one of the manga translations from Japanese, written in white ink on one of the bottles. (Remember, this is for 9-year-olds.)
Butter: I'm butter! There's no way you're getting through me. Ha, ha ha.
Kids: You're so big and so hard to move. Arrrghh.
Butter: Ah, but I forgot I can't handle the heat.
Kids: Yay, he's melting. And he's so tasty! Haha.
Tell the jury about the illustration.
The series of Milk Manga bottle illustrations are from the renowned Japanese manga artist Ami Kazei. Her strips are enjoyed by kids on a variety of online sites and publications.
To create illustrations that would adhere, in the printing process, to glass bottles, she had to make her illustrations thicker lined and a degree simpler than usual. But she was able to maintain the charm and fun in her drawings that kids loved.
When asked if it was difficult to illustrate for a milk bottle, she replied, "actually the cause of kids nutrition helped me focus and made it a more natural conversation with the kids."