About Mirabakesso Ad Campaign
Kuraray has developed a new business ad campaign, ‘Mirabakesso Campaign’ since 2007 in Japan.
The catchpharase for the campaign is ‘Mirabakesso’ which is a contraction of Mirai ni Bakeru Shinsozai. Translated from Japanese, it means "new materials that transform into the future." The feel of the word "bakeru" itself, short and pithy, is impacting and meant to represent the Kuraray Group as a future-oriented chemicals maker motivated to innovate.
As part of the campaign, Kuraray created TV commercial starring Riko Narumi. Also a curiously charming animal, an alpaca named Kuraray-chan appears, adding to the mysterious nuance of the TV commercial episodes.
The New TV Commercial
"○○-Type Jumping Mirabakesso"
The alpaca "Kuraray-Chan" jumps through a hoop-shaped object held by actress Riko Narumi, transforming into various forms of "○○-Type Kuraray-Chan." These "transformations" highlight the new materials produced through Kuraray's accumulated R&D activities.
As to the press release on the new TV commercial, please refer to the following.
http://www.kuraray.co.jp/en/release/2011/111226.html
Purpose of the Ad Campaign
As Kuraray pursues ongoing growth in the chemicals business, this ad campaign, which includes the TV commercials as well as posters and Internet ads, was developed with the purpose of boosting Kuraray's corporate brand value.
The catchphrase, "Mirai ni Bakeru Shinsozai," embedded with the word, "future," was chosen for exactly this reason, which is to show Kuraray's focus on its future progress as a chemicals manufacturer. We also tried to create an analogy between the potential of new materials and the potential of youth.
What are Alpacas?
Alpacas are found mainly in South America. They have been domesticated since the time of the ancient Inca Empire.
Alpacas live on grass and moss and grow to reach approximately 2 meters in height and 50 kg in weight. Though hard to imagine from their cute, unique appearance that stays in one's mind at just one glance, they are very cautious and shy.
Profile of Riko Narumi
Riko Narumi was born on August 18, 1992 in Yokohama City, Kanagawa Prefecture. She was cast in her first leading role in the drama "Ruri no Shima" in 2005. In 2012, she will appear in NHK's historical "Taiga" drama series, "Tairano Kiyomori" as well as the movie, "LOVE: Masao-kun ga iku!," which is scheduled to be released on June 23.
