1 2
 
 
  • SUB CATEGORY :
    DIRECT AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • ENTRY TITLE :
    RICE-CODE
  • BRAND :
    INAKADATE VILLAGE
  • ADVERTISER :
    INAKADATE VILLAGE OFFICE
  • DIRECT/ADVERTISING AGENCY :
    HAKUHODO INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    KAZUHIRO SUDA, AIRO TAKANOHASHI
  • CREATIVE DIRECTOR :
    TAKAHIRO EGUCHI
  • COPYWRITER :
    MASAKO SHIMIZU/KEI NAKAMURA
  • ART DIRECTOR :
    KEITA KOJIMA
  • PROJECT CURATOR :
    MASATERU KAMETANI
  • PRODUCTION COMPANY :
    NIPPON MOVIE CO.,LTD., TOKYO
  • EDITOR :
    TOMOHIRO MATSUMOTO
  • PHOTOGRAPHER :
    KEITO SHINADA
  • PRODUCTION MANAGER :
    KOKI YAMAGUCHI
  • PRODUCTION PRODUCER :
    TAKEHITO SHINA
  • SOUND PRODUCTION COMPANY :
    NIPPON MOVIE CO.,LTD., TOKYO
  • COUNTRY :
    JAPAN
  • SPECIAL EFFECTS COMPANY :
    NIPPON MOVIE CO.,LTD., TOKYO
  • TECHNICAL DIRECTOR :
    HIROCHIKA MATSUO
  • APPLICATION DESIGNER :
    AKIHIRO OKADA
  • THE BRIEF :
    A SMALL VILLAGE IN NORTHEAST JAPAN FAMOUS FOR RICE, INAKADATE, WAS STRUGGLING WITH AGING AND DECLINING POPULATION ALONG WITH DROP IN RICE SALES, SINCE JAPANESE EATING HABITS HAVE SHIFTED AWAY FROM RICE TOWARD A MORE WESTERN DIET. NEVERTHELESS, THE VILLAGE’S MAIN INCOME SOURCE REMAINS RICE. SO WE TRIED TO RE-ENERGIZE THE VILLAGE BY CREATING A FUSION OF AGRICULTURE AND DIGITAL TECHNOLOGY.
  • THE SOLUTION :
    WE CREATED HUGE ART PICTURES IN OUR RICE FIELD BY PLANTING DIFFERENT COLORS OF RICE. WE THEN DEVELOPED A NEW TECHNOLOGY CALLED “RICE-CODE”, WHICH LET VISITORS SCAN THE RICE ART WITH THEIR PHONES LIKE A QR CODE AND PURCHASE THE RICE. “RICE-CODE” TRANSFORMED A SCENE THAT PEOPLE NATURALLY WANT TO PHOTOGRAPH INTO A BRAND NEW SELLING PLACE.
  • THE RESULTS :
    THE PROJECT SUCCESSFULLY ATTRACTED 251,320 VISITORS, ABOUT 30 TIMES THE POPULATION OF THE VILLAGE AND SALES JUMPED DRAMATICALLY. THE POWER OF RICE REVITALIZED THE VILLAGE AGAIN. THIS MOVEMENT EVEN MOVED THE GOVERNMENT TO BUILD A SPECIAL TRAIN STATION FOR THE VISITORS.RICE FIELD WAS A PLACE TO MAKE RICE. NOW, IT'S A PLACE TO BUY RICE DIRECTLY.