The best brand stories are often found within the company itself, and this was no exception. When Yakult Europe approached writer/director Hugo Keijzer to develop a new narrative, he began by researching the company’s heritage. He discovered the phenomenon of the Yakult Ladies, a significant part of everyday culture in Asia, which perfectly illustrated everything the company stood for. This insight sparked the idea for a short film about Yukie, a Yakult Lady who performed the same routine every day, unaware of the lives she touched along the way. The film was developed in collaboration with Miketeevee.
This is an excellent example of an effective corporate film because it seamlessly blends storytelling with brand values in a way that resonates emotionally with audiences. By focusing on the Yakult Ladies, a unique and integral part of Yakult's heritage, the film highlights the company's dedication to improving lives through small, consistent acts of care. The story of Yukie, a Yakult Lady who touches countless lives without even realising it, embodies the essence of Yakult's mission and the impact of everyday actions.
