"Aron Alpha" is a high performance instant adhesive made about 60 years ago.While it's been a longtime hit with users over the age of 40, it hasn't been well received by teenagers and those in their twenties.We therefore set out to raise recognition and spark interest in our "Aron Alpha" brand for young people.

We started the “Project #Bonded Youth” aimed at supporting young people’s need to bond with something, and created 4 web commercials between May 2018 and August 2019.

Each of the 4 stories about love, sports, the university entrance exam, and a hero are animations that look like a movie trailer.

Aron Alpha takes on a silly, slightly too convenient role in bonding the young people together in the stories.

These animations “depicting the brand slightly too conveniently” are actually the brainchild of Aron Alpha’s very own middle aged advertising manager and are rejected by younger employees at the end, to form a twofold story.

We also held campaigns from the 2nd movie onward, inviting young people to help advertise Aron Alpha in order to strengthen bonds, and Aron Alpha also supported their friendships, romance and successful entry to university.