Due to the conservative culture and extended depression in Japan, many companies have implemented campaigns to boost short-term sales. This has resulted in a lack of campaigns that attempt to raise the value of a brand with pure entertainment. In addition, it is currently not acceptable to create TV commercials with challenging expressions due to the impact of claimers (people who make complaints) called "Monster Claimers".

Collaboration between the world renowned World Order performance group that has features characteristic of Japan and Sumitomo Corporation, which is involved in business around the world, resulted in the campaign becoming a focus of attention. The normally conservative advertising genre of a recruiting promotion campaign was given a unique presence with a video of the free and creative performance by World Order at the Sumitomo Corporation building.

The 'hand-stand performance' in the video which became popular on SNS, has the power to change the recruiting situation in Japan which shrunk and had limited opportunities due to the long depression.

The recruiting seminars were such popular events that they filled up the same day the website began accepting

applications for registration.

It was covered on 12 different websites in spite of the fact no PR activities were conducted.

'Handstand Pose' started a quiet boom on SNS.

"Be the Best Globally" was tweeted over 600 times on Twitter.

Sumitomo Corporation was ranked first for the first time in the university student liberal arts category in the 2014 job hunting popularity ranking.*

*Data Source: Diamond-Big & Lead Company - Largest nationwide job hunting support network