• SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    EDISH: GIVING ETERNAL LIFE TO FOOD CONTAINERS
  • BRAND :
    EDISH
  • ADVERTISER :
    MARUBENI CORPORATION
  • AGENCY :
    HAKUHODO INC., TOKYO
  • ART DIRECTOR :
    SHUHEI KUWABARA
  • COPYWRITER :
    RYOJI TANAKA
  • ACCOUNT DIRECTOR :
    NANAKO KITAMURA
  • STRATEGIC PLANNING DIRECTOR :
    SHOHEI TAKANO
  • STRATEGIC PLANNER :
    RIE ISHIKAWA/HONOKA OKAYASU/YUKI TATANO/RYUJI ISAKU
  • FILM PRODUCTION COMPANY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • DIRECTOR :
    KIM TAEHYOUNG
  • FILM PRODUCER :
    RIYO MATSUO/YUKI KIRIISHI
  • OTHER FILM PRODUCTION CREDITS :
    KANAKO ONUKI
  • POST-PRODUCTION COMPANY :
    HAKUHODO I-STUDIO INC., TOKYO
  • DIGITAL PRODUCER :
    KOHEI FUTAKUCHI/HARUKA OOE
  • PRINT PRODUCTION COMPANY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • PHOTOGRAPHER :
    YUKICHI KAMEI
  • RETOUCHER :
    MIYUKI OKADA
  • PRINT PRODUCER :
    SANAE MAEKAWA
  • BACKGROUND OVERVIEW :
    Japan ranks second in the world in single-use container waste per person. Restaurants discharge huge amounts of waste, including cooking residues and leftovers, contributing to global warming. The Covid caused an increase in the use of single-use container waste due to rising demand for food-to-go. Worse still, the virus also heightened people’s psychological barrier to reusing food containers. A system to replace the takeout containers that had to be dumped and incinerated was needed. We focused on the rich nutrients contained in food waste discarded in the production process, such as wheat husks, coffee dregs, orange peel and tea leaves. Those waste materials were molded into containers using proprietary technology, to be supplied to restaurants and caterers. Used containers are collected in a dedicated box, and then mixed with leftovers to be regenerated into nutritious compost or feed. The recycled products are supplied to parks and farms nearby to produce food for the consumer market. Thus, through a double upcycling process, our system transforms waste that would have been discarded into something of different value. We also designed the user experience, whereby people eat from a pleasing dish made from food waste and participate in upcycling by crushing it.