Japan experiences dramatic changes in temperature throughout the year. This dynamic climate is the source of Japan‘s rich seasons and many of its enduring customs. In summer, in winter, Thermos has been a beloved part of people’s lives all over Japan with its superior ability to maintain the temperature of beverages. However, in today's Japan, many buildings are designed to maintain optimum temperatures all year long. This has caused people to become increasingly indifferent to the changes in the seasons and temperatures that characterize life in Japan. To reawaken people to the importance of temperature, Thermos created an image of people working in extreme temperatures in uniquely Japanese environments.

This photo captures the scene of Mr. Takahashi is making natural ice in Hokuto, Yamanashi Prefecture, under temperatures of minus 7 degrees [Celcius] (=19.4 Fahrenheit).

Caption : Cutting out natural ice in a temperature of -7 degrees celcius

Tagline: The temperature of deliciousness.