Sometimes you see something that’s so different and so innovative that all the others, no matter how beautifully shot or how many extra elements are added, they just seem to be mere imitators.
For me, the chain reaction of chain reactions, started with W+K‘s great Cog ad for Honda (yes, yes I know about Peter Fischli and David Weiss’ The Way Things Go), this followed with Google’s Take the Chrome Challenge, now we have SHIRO Cheers System.
A promotion of the Japanese Shochu, “Shiro” by Takahashi Shuzo – the Cheers System tells of when we say “Cheers!” the happiness is born between two people, and this happiness spreads, like a chain reaction, person to person.
The film is beautifully produced having a very Japanese feel about it (unsurprisingly!), the introduction of people into the chain, also adds to the overall effect. It is a lovely piece of motion, the problem is I just keep thinking of all those that have gone before.
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