大塚製薬 | THE DAY #C105 | 2025
There Are People Who Get Their Health in Order for Their Fandom / Otsuka Pharmaceutical "THE DAY #C105"
Just hearing the phrase "load-in day" at Comiket makes my heart beat a little faster. This ad captures that day through the lens of health management.
The problem
In the stretch of time between Comiket's results announcement and load-in day, doujin creators push through all-nighters and fight off poor health as they get ready. Otsuka Pharmaceutical zeroed in on this "health management behind the scenes of fandom."
The insight
The feeling of "I can't afford to collapse on the big day" is, at its core, the same thing athletes go through when managing their condition. Fandom is its own kind of "big day" too.
The idea
The ad follows a creator giving everything they've got to prepare for booth number C105 on the day of Comiket, driving home how important it is to take care of your health. The music and visuals also showed a real, detailed understanding of otaku culture.
What happened
It ran as a TV commercial, out-of-home ads, a web video, and in-store materials, and won the Grand Prix in the Film category at the 2025 ACC TOKYO CREATIVITY AWARDS.
Afterthought
It really hit me again just how directly the seriousness of fandom connects to health. Getting your body in shape for someone else's sake might actually be the motivation that lasts the longest.
Awards
- ACC Grand Prix 2025
