Studio Ghibli anime art appears in new ad campaign: what if our mugs were used in the Ghibli movies?


A Japanese company is testing the limits of “common sense” by using Ghibli art to advertise its products.

Studio Ghibli has long protected their works with a watchful eye and a sharp sword, so over the years companies know to avoid using studio art in their campaigns without prior consultation. In April, when the studio released the official backgrounds for Zoom meetings during the pandemic, they even said the images should not be used for commercials, saying: “Cannot be used for commercial purposes or to advertise products or businesses.”

However, the September 18 release of Studio Ghibli’s 400 free images was warned by a much larger, open-to-interpretation statement from producer Toshio Suzuki that said: “Please use them freely in the framework of common sense.”

▼ Suzuki’s handwritten request appears on the free images download page.

Although many companies would probably err on the side of caution and take this to mean free art should not be used for financial gain, we are in 2020, when many companies are struggling to make ends meet, so it is inevitable that some companies might test the limits of “common sense” when it comes to using free images.

Today, the first company to test these limits has appeared, and they used a series of selected images to ask the question: “What if high-end Drieasy mugs were used in Studio Ghibli’s work?

▼ The company behind the new campaign is the award-winning company Ugadell Design, which manufactures the “high-end” easy-to-dry mugs in Japan.

Ugadell says they were full of praise for Ghibli’s decision to post so many images of their work for free, and as fans of the studio, they wanted to get involved. So they decided to change their cups in some of the pictures in the hopes that Drieasy might become “As universal and innovative as the works of Studio Ghibli”.

Some images are used as is, while others have been edited to show what the scene would look like with the addition of a hot drink. The first of their edited images uses a scene from From up there on Poppy Hill, which comes with the text: “From the front, it’s shaped like an everyday cup. It could be a Drieasy.

▼ Original image (without mug) from Studio Ghibli

This edited image of The wind picks up show what the scene would look like with a brightly colored mug on the table. “A red cup that definitely stands out. It must be a ‘cherry’ Drieasy ”

▼ Original image from Studio Ghibli

?? Abducted as if by magic: “There is a notch under the handle on the mug that Sen uses so it must be a Drieasy.”

▼ Original image from Studio Ghibli

?? Ponyo: “All of Ghibli’s works have impressive and delicious restoration frames. We hope these mugs can be used casually in scenes like this.

▼ Original image from Studio Ghibli

In their collection of unedited images, there is an image of When Marnie was there, which comes with the text: “Purple accents here and there in the room. It’s surely a ‘grape’ colored Drieasy “.

?? Arrietty’s Secret World: “The Drieasy miniature prototype was lost, but it ended up here.”

?? Abducted as if by magic: “It’s small and hard to make out, but since there is still drink left in the cup used by Kamaji, it’s definitely a Drieasy.”

The final image of their promotional campaign adds some Ghibli sparkle to a real Drieasy mug. “Conversely, Drieasy’s ‘hygiene’ function explained with Konpeito.

Ugadell says:

“By simply saying, ‘Please use them freely within the bounds of common sense’, we felt Studio Ghibli’s deep love for ‘people and works of art’. We sincerely hope that Studio Ghibli will continue to develop.

Despite the kind words, which read like a safety net, the two remaining founders of Studio Ghibli, Suzuki and director Hayao Miyazaki – unfortunately, Isao Takahato passed away in 2018 – ultimately control who can use their works and how.

It has not yet been revealed if this cheeky campaign will have legal ramifications for mug makers, but there is actually a chance that the release of free images from the studio, and the deliberately vague warning that covers it , were not designed just to bring a smile to members of the public in these difficult times, but businesses that also need help promoting their products.

Still, a line may have to be drawn somewhere, otherwise companies around the world will benefit from Studio Ghibli. However, given the studio’s passionate stance on conservation and environmental issues, if your business isn’t doing the right thing when it comes to the environment, this could be the line where the use of these images counts. as being outside the bounds of “common sense”.

Source, images: PR Times
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