Chic nonagenarians school you on the 'it' factor in campaign for cider vinegar

Film by Wonderhood Studios aims to broaden the appeal of Mizkan's OSU brand

Published On
Jan 21, 2021

Editor's Pick

Stylish nonagenarians are the subjects of a colorful new campaign from OSU, a Japanese cider vinegar brand owned by Mizkan that's hoping to broaden its appeal in the U.K.

Drinking a daily dose of cider vinegar is a long-held Japanese tradition, and the brand wants to encourage more British people to adopt it, particularly ahead of the Tokyo Olympics (albeit, if that goes ahead this year as planned). So OSU decided to highlight the benefits of the practice with the help of cheerful and fashionably dressed elderly Tokyo residents who tell viewers, "you've either got it or you don't." 

The film was created by agency Wonderhood Studios, which cast three ninety-something residents of the Tokyo area. The agency worked with a local stylist and local production company Cutters Tokyo, who selected eye-catching locations from a public garden to a typical suburban street. The wardrobe choices were a combination of traditional and modern Japan and the original music was inspired by Japanese jazz. And, just to reassure you, the film was shot under COVID-safe conditions and co-ordinated over Zoom with the U.K. team.

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




Jan 21, 2021
Client :
Agency :
Wonderhood Studios
Head of Marketing Europe :
Vanni Cataldi
New Business Marketing Manager :
Michelle Constantinou
Brand Manager :
Clarisse Fraisse
Founder & Chief Creative Officer :
Aidan McClure
Founder & Chief Operation Officer :
Alex Best
Founder & Chief Strategy Officer :
Jessica Lovell
Planning Director :
Nick Exford
Planner :
Ellie Sherrard
Director of Data Strategy :
Jack Colchester
Creative Director :
Jack Croft
Creative Director :
Stacey Bird
Creative :
Ads Dechaud
Creative :
Phil Le Brun
Agency Producer :
Nikki Holbrow
Agency Producer :
Georgia Lawson
Account Director :
Alex Austin
Account Manager :
Darcy Gilbert
Production Company :
Cutters Studios
Producer :
Lydia Zhou
Director :
Luc-Yan Picker
Matt De Sousa
Photographer and Executive Producer :
Alex Dias
Editor :
Luc-Yan Picker
Colorist :
Denny Cooper
Finish Editor :
Scott Ryan
Sound Design/Mixer :
Markus Ffitch
Music :
Foster & Foster Music
Media Agency :
Bountiful Cow

Need a credit fix? Contact the Creativity Editors

Project Type