The Garden of Words Studio Animates Public Service Campaign Commercial
posted on by Karen Ressler
Anime studio CoMix Wave Films (The Garden of Words, Peeping Life) announced on Wednesday that it has produced an animated commercial for NHK and public advertising company Ad Council Japan. Yoshitoshi Shinomiya, a poster illustrator for The Garden of Words, directed the short.
The commercial is part of a campaign, aimed at young people, called "Because of 'Mottainai' Tomorrow Will Change." The word "mottainai" is a uniquely Japanese word that is used to express regret over wastefulness of things or resources. It roughly translates to "what a waste!" The campaign seeks to use the word in contexts such as "If I give up, it'll be a waste" and "If I do nothing, it'll be a waste."