Campaign details

Brand: Thermos
Brand owner: Thermos
Lead agency: McCann Worldgroup Japan
Country: Japan
Industries: Sundries
Media channels: Cinema, Content marketing, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & microsites
Budget: 5 - 10 million

Executive summary

This is about how Thermos, a beverage and food container brand in Japan, challenged conventional advertising by creating authentic branded content in the form of seven mini docu-series, all relevant to the seasonal changes in Japan, to celebrate both the beauty of temperature and Japanese culture.

Temperatures and seasonal changes have been deep rooted in Japanese culture and lifestyle, but were underrated by modern Japanese. To reconnect the modern Japanese to its beautiful culture, the brand redefined the traditionally functionality-focused category narrative, through storytelling, featuring uniquely Japanese occupations performed under extreme weather conditions, soothed by a mouthful of drink at its best temperature – illustrating that the ultimate taste and quality of life lies in the perfect temperature. To deliver perfect temperatures in every personal moment is exactly how the brand identifies its meaningful role in people's lives and differentiates itself against competitors.