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.”