大塚製薬 | スカフィンのうた | 2023
One Second a Day for Four and a Half Months: Carving "the Life of a Bottle" / Otsuka Pharmaceutical "Scuffin's Song"
A returnable bottle's journey, told in paper-cut animation and song. Kaho Nakamura's voice is gentle, Moji Tsuchiya's paper cuts, pieced together one second a day, are so lovable that by the end you kind of want to return a bottle yourself.
The insight
This was the first time I'd heard the word "scuffin." It refers to the lines etched into a bottle from being used again and again. In other words, not scratches, but pride. The deeply etched scuffins on the oldest bottle look almost like medals of honor, and that's exactly by design.
The idea
The ad depicts, through paper-cut animation, the journey of "that girl" who drank Pocari Sweat and "Mr. Bottle," the returnable bottle, as they head toward a collection box. Direction is by OSRIN, the paper-cut art by Moji Tsuchiya, and the music is an original piece written for the film by Kaho Nakamura. It took four and a half months to make, with 62 cuts in total, built one second at a time, day by day.
What happened
At The One Show 2024, it won Gold in Moving Image Craft & Production, Silver in Film Craft (Animation), and Yellow in Animation.
Afterthought
Without using words like "circular society" or "sustainability," just watching Mr. Bottle's journey makes you think, "I want to return it." That's the power of craft. You can feel, radiating from the screen, that OSRIN, Moji Tsuchiya, and Kaho Nakamura were all seriously thinking about the future together, and that's what makes it so convincing. I'm going to return my bottles too.
