The phrase “Minohodoshirazu” is typically used as an insult directed at people who are seen as overly ambitious. We provoked Japan by giving the phrase a surprising, positive meaning. The VO features young voices from a traditional elementary school “morning meeting” where the classroom starts the day by repeating set phrases.
The 60-second TV spot and digital media content created a media storm and negative press amongst the more conservative elements of Japanese society but the idea and tag #Minohodoshirazu was embraced by Japanese youth and was the strongest brand campaign on Twitter in 2016.