The best brand stories are most often found within a company itself, and this was no exception. When our friends at Yakult Europe asked us to develop a new brand narrative for them, we started researching Yakult’s heritage. We stumbled upon the phenomenon of The Yakult Ladies, which is still a big part of everyday culture in Asia, and a perfect illustration of everything the company stands for. This insight sparked the idea for a short film about Yukie, a Yakult Lady, who did the same thing every day… but was unaware of the lives she touched along the way.
