OSU - You either have it or you don’t

OSU the premium Japanese apple cider vinegar brand in the UK, crafted by Mizkan, has launched a playful campaign capturing some of the country’s oldest resident’s vigorous zest for life. 

The new campaign will help drive awareness and trial for the premium range of OSU products, developed to overcome perception barriers to taste, with the OSU Original Apple having been recently recognised with prestigious 3-star Great Taste Awards.

Through some vivid outfits, jazz music, and some very experienced Japanese talent, the bright and energetic campaign, directed by Luc-Yan Picker with photography by Alex Dias, captures the energy and attitude of those living life to the full.   

Phil Le Brun and Ads Dechaud, Wonderhood Creatives said “We had the idea of using Japan’s older residents during our pitch last January. Age diversity in the world of fashion has been a trend in recent years, with older models gracing the cover of Vogue and fashionable grandmother’s popping up on Instagram. We love the way this campaign leans into a fashion world and celebrates older talent.”

The campaign which runs across VOD on All4 and social was produced by Cutters Studios in Tokyo. After multiple 12-hour night shoots with the agency and client team back in the UK, all co-ordinated over Zoom, under strict Covid-safe conditions, the team was able to capture beautiful stills, films, and tonnes of behind-the-scenes content with an incredible cast.