高橋酒造 | SHIRO Cheers System | 2015
Maybe the video I've watched the most this century / Takahashi Shuzo "SHIRO Cheers System"
The cuteness here is just unreal. I love the casting, the choreography, the song, the direction—everything—so much that I've lost count of how many times I've watched it. It might honestly be the video I've watched the most so far this century. Yuichi Kodama really is something else.
The insight
This started out as a film with an interactive twist. You'd log in with Twitter, pick three people (other than yourself) you wanted to drink with, and at the end of the movie a photo would appear that you could tweet out as an invitation to a drinking party.
The idea
A single drop of "Hakutake Shiro" falls and sets off a "cheers device," triggering a chain reaction like dominoes until it finally arrives at "Cheers!" It's a light, breezy movie set to She & Him's song "Why Do You Let Me Stay Here?" and staged in a Rube Goldberg–style of sequential cause and effect.
What happened
It won awards at the Japan Media Arts Festival and TIAA.
Afterthought
There's so much to admire here—the mechanism behind it, the interactive (or really, customized) part of the movie—but above all, the cuteness is just off the charts. I love the casting, the choreography, the song, every bit of the direction, so much that I've lost count of how many times I've watched it. I really want you to see this cuteness for yourself.
