RAMUNE ANIME
332 candy tablets, 664 hand-drawn frames: an exam-season anime made entirely from the sweet that helps you focus.
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AI Translation Summary
Morinaga Ramune, a glucose candy long associated with concentration, becomes the literal canvas for a stop-motion anime. Five art students hand-drew 664 frames across 332 tablets to tell two intertwined stories — a student facing exams, and the family quietly rooting for them. Over 330 hours of focus, made from the product itself.
Cultural Context
In Japan, Morinaga Ramune glucose tablets are a familiar study-time companion, and exam season is a whole-family affair — context that gives the film's theme of "concentration" its emotional weight.
Entry Information
Summary
Morinaga Ramune, a glucose candy known for supporting concentration, created a stop-motion anime for exam students. Using 332 Ramune tablets as the canvas, 664 hand-drawn frames were animated to tell two stories: a student facing exams, and the family quietly supporting them.
Strategy
Exam-season campaigns often simply cheer students on. But students are already working hard. Morinaga Ramune chose not to tell them to concentrate, but to embody concentration itself. By turning the product into a tiny stage for animation, the brand expressed its role as a quiet companion for focused moments.
Execution
Five art university students hand-drew illustrations on both sides of 332 Ramune tablets, creating 664 frames in total. The front side depicted the student’s effort; the reverse side showed the family’s support. Over 330 hours of detailed work turned each tablet into a frame, a screen, and a small good-luck charm.
Results
The film transformed Morinaga Ramune from a candy into a symbol of concentration and support during exam season. Its craft, made possible only through extreme focus, gave credibility to the brand message and created a distinctive piece of branded film built entirely from the product itself.