SUB CATEGORY :

BEST USE OF DIRECT AMBIENT: LARGE SCALE

COMPANY ENTERING :

J. WALTER THOMPSON JAPAN, TOKYO

ENTRY TITLE :

NO SALT RESTAURANT

BRAND :

ELECTRO ‘SALT-FLAVOURED’ FORK

ADVERTISER :

ISHII CLINIC

AGENCY :

J. WALTER THOMPSON JAPAN, TOKYO

CREATIVE DIRECTOR :

KOHEI KAWASAKI

COPYWRITER :

KOHEI KAWASAKI/KAORU YABE

ART DIRECTOR :

TOSHIHIRO SEKIGUCHI

WEB DEVELOPER :

KAZUYOSHI KATO

MECHANICAL DESIGN ENGINEER :

OSAMU IWASAKI

PRODUCT DESIGNER :

TOMOFUMI YOSHIDA

DESIGNER :

YOSHIRO NAKAMOTO

ACCOUNT DIRECTOR :

RIKI KAWANAMI/YONGBOM SEO

AGENCY PRODUCER :

TOMOHIKO NAKANO

TECHNICAL PRODUCER :

TOSHIYUKI HASHIMOTO

INVENTOR :

HIROMI NAKAMURA

FILM PRODUCTION COMPANY :

AOI PRO. INC., TOKYO

DIRECTOR :

TAKEHIKO NISHIZAWA/YASUYUKI KANAZAWA

D.O.P/CINEMATOGRAPHER :

MISAKI HIKOSAKA

FILM PRODUCER :

HISAYA KATO/KAZUKI UTAGAWA

PRODUCTION MANAGER :

TAKUYA UTSUMI

FABRICATOR/FABRICATION DESIGN :

MAKI HITOMI

COOKING :

CHIHO IMANISHI

MEDIA PROMOTER :

MIKI ISOGAI/RIEKO MATSUNAGA/JUNKO MORINAGA

TECHNICAL OPERATOR :

SEIYA NAKANO

PHOTOGRAPHER :

YASUYUKI KANAZAWA

PR PRODUCER :

WATARU AMANO

HAIR & MAKE-UP :

AYA SUMIMOTO

MODEL :

CHAGU

PR DIRECTOR :

TORU NONAKA

PR ASSISTANT DIRECTOR :

YUKI KOBAYASHI

THE BRIEF :

TODAY, EXCESSIVE INTAKE OF SALT IS A GLOBAL PROBLEM. AT THE ISHII CLINIC, THERE ARE MANY PATIENTS SUFFERING FROM HYPERTENSION, CEREBRAL STROKES, CARDIAC INFARCTIONS AND OTHER DISEASES, THAT ARE COMPLICATIONS CAUSED BY THE EXCESSIVE INTAKE OF SALT. AND THESE PATIENTS BECOME UNABLE TO EAT FLAVOURFUL MEALS USING SALTS. DR. ISHII AIMED TO REALIZE A BALANCE OF THE “HEALTH OF PATIENTS" AND "DELICIOUS MEALS WITH SALT FLAVOUR"

THE STRATEGY :

IN AN ATTEMPT TO MAKE HYPERTENSIVE PATIENTS IN LOW/NO SALT DIETS ENJOY DELICIOUS MEALS WITH SALT FLAVOUR, THIS COMMUNICATION ACHIEVES A BALANCE BETWEEN THEIR HEALTH (LOW SALT DIETS) AND ENJOYMENT OF MEALS (MEALS WITH SALT FLAVOUR).

THE EXECUTION :

THE ISHII CLINIC INVENTED THE ELECTRO ‘SALT-FLAVOURED’ FORK. THE TONGUE IS COVERED WITH TASTE BUDS, THAT SENSE THE FLAVOUR OF FOODS, AND THERE ARE “AREAS WHERE SALTINESS IS SENSED MORE PROMINENTLY”. BY APPLYING ELECTRONIC STIMULATION TO THIS AREA, UTILIZING THE TECHNOLOGY OF AUGMENTED GUSTATION, EVEN FOODS WITHOUT SALT, CAN BE GIVEN DELICIOUS SALT FLAVOUR. AND THE NO SALT RESTAURANT WAS OPENED. THIS RESTAURANT PROVIDES FOODS THE PATIENTS CANNOT REGULARLY ENJOY, DUE TO THEIR HIGH SALT CONTENT WITHOUT USING SALTS. BY EATING WITH THE ELECTRO FORK, ALL DISHES BECOME FLAVOURFUL, WITH THE ILLUSION OF SALT FLAVOUR.

THE RESULT :

IT WILL BE POSSIBLE TO RESOLVE THE WORLD’S CURRENT ISSUES OF SALT INTAKE, AND REALIZE HEALTHIER CUISINE AND EATING HABITS. GAINED COUNTLESS PUBLICITY: ENGADGET "DINGING WITH THE ELECTRO FORK THAT COULD SAVE LIVES" MASHABLE "IF YOU LOVE SALT BUT YOU'RE WORRIED ABOUT YOUR SODIUM INTAKE, A NEW FUTURISTIC FORK COULD SAVE YOUR LIFE." EVENINGSTANDARD. "THIS ELECTRO FORK COULD HELP YOU CUT DOWN ON SALT BY ZAPPING YOUR TONGUE." GAINED COUNTLESS NUMBERS OF SNS POSTS: "IT WAS INCREDIBLE THAT IT WOULD BE SO DELICIOUS WITHOUT ANY SALT! " "THIS MAY BECOME A SAVIOR FOR PATIENTS WHO CANNOT CONSUME SALTS. "