TOKYO, JAPAN — University entrance exams in Japan are some of the most competitive and stressful times for students, as the outcomes of this often affects the trajectory of their whole lives. Recognizing this, Morinaga & Co and Dentsu Tokyo tapped into teenagers’ fondness for their Ramune Soda candy and turned it into a message of support and encouragement.
Morinaga’s Ramune candy is based off the traditional Japanese Ramune soda and comes in a distinctive colored bottle which mimics the original soda’s one. It is a popular choice of focus booster study snacks for students, with the composition of the candy formulated to help them concentrate.
A gymnasium was rented for staff to meticulously arrange 39,061 bottles into beautiful pixel art styled pieces. The process took ten hours, with careful attention to detail being brought to each design to bring it to life. The theme depicts the journey of exam preparation, but also hid some fun little easter eggs in the final pieces – such as sakura blossoms and bells. The final piece is the line “Awaken Your Concentration”, intended as a phrase of support towards studying students from Morinaga & Co.
The four designs are titled Studying Quietly Alone, Train Time is Memorization Time, Homework in the Library With Friends and Praying To God For Success. The design of Studying Quietly Alone is based on actress Riko Ishida, who also stars in the accompanying commercial which is being aired alongside the outdoor campaign.
The designs are available to be seen at three locations: Dogenzaka Happy Board at the Shinjuku Station of the Tokyu Denentoshi Line, Panorama View Set at Osaka Metro’s Namba Station and the Sunflower Advertisement Board at Nagoya Municipal Subway.
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