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  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE DESIGN
  • ENTRANT COMPANY :
    ADK MARKETING SOLUTIONS INC., TOKYO
  • TITLE :
    ELECTRIC SALT
  • BRAND :
    ELECTRIC SALT
  • ADVERTISER :
    KIRIN HOLDINGS/MEIJI UNIVERSITY
  • AGENCY :
    ADK MARKETING SOLUTIONS INC., TOKYO/ATHA, TOKYO/
    TOPPAN PRINTING CO., LTD., TOKYO
  • CREATIVE DIRECTOR :
    MARI HOSOKAWA/YOSHIHIRO KOZUKA
  • ART DIRECTOR :
    GAKU TAKAI
  • COPYWRITER :
    MARI HOSOKAWA/AKIHITO OMI/AI FUCHIGAMI
  • CREATIVE TECHNOLOGIST :
    YOSHIHIRO KOZUKA/HARUKA KODAMA
  • DESIGN DIRECTOR :
    HIROAKI KANO
  • DESIGN ENGINEER :
    TORU SHIRAKAWA
  • LIGHTING DESIGNER :
    FUTA INOUE
  • DESIGNER :
    SHOTA KONNO
  • SOUND ENGINEER :
    TAKASHI HARA
  • DEVELOPER :
    AI SATO
  • MOVIE DIRECTOR :
    KOJI TANAKA/TAIKI SAKAMAKI
  • MOVIE CAMERAMAN :
    TOSHIAKI IMAOKA
  • DIRECTOR OF SOUND :
    WATARU KATSUMI
  • MOVIE EDITOR :
    YUHO KONDO
  • PROFESSOR :
    HOMEI MIYASHITA
  • HAIR & MAKE-UP :
    HARUKA NAKAJIMA
  • FOOD STYLIST :
    TOMOMI YASUI
  • ACCOUNT DIRECTOR :
    RYUSUKE SAITO
  • ACCOUNT EXECUTIVE :
    AKI TERADA/YURIKO YAMAMOTO
  • STRATEGIC PLANNING DIRECTOR :
    ASAKO SORIMACHI
  • STRATEGIC PLANNER :
    KANTO SHIMURA/AYAKA YOSHIDA
  • PLANNER :
    HARUKA KODAMA/AYUMI ARIIZUMI
  • PR DIRECTOR :
    SATOSHI INNAMI
  • PR AGENCY :
    SUNNY SIDE UP INC., TOKYO
  • PR DIRECTOR :
    MASAMI SHIMAMURA
  • PR PLANNER :
    MIKAKO TANAKA
  • FILM PRODUCTION COMPANY :
    ADK CREATIVE ONE INC., TOKYO
  • CAMERAMAN :
    SHO SATO
  • MOVIE PRODUCER :
    TAKURO YOSHIHARA/TAIKI TSUTSUMI
  • CREATIVE PRODUCER :
    YUSUKE MINATO
  • FOOD STYLIST :
    YUMIKO SATO
  • WEB DIRECTOR :
    CHIKA CHOKKI/NORIKA SASAKI
  • HAIR & MAKE-UP :
    MISAKI KAMEI
  • EDITOR :
    XIN LI/HIROTAKA ISHIMATSU
  • GRAPHIC PRODUCER :
    RYO UENO/YUKI YAMAZAKI
  • COORDINATOR :
    EIJI YOKOTA/RIEKO KUDO
  • PHOTOGRAPHER :
    JOJI OKAMOTO
  • RETOUCHER :
    TAKESHI MURAKAMI
  • BACKGROUND OVERVIEW :
    OBJECTIVES：
    Electric Salt, a tableware-type device that enhances the salty and umami flavors of low-sodium foods*1 with the power of electricity, was developed and released. The objective was to provide a solution to the social issue of excessive salt intake by offering a new approach to enjoying low-sodium food simply by using the tableware.
    The target audience is the many people who find it hard to continue eating a low-sodium diet for years on end.

    DESIGN OVERVIEW:
    Electric Salt was designed with "continuous ease of use" in mind.
    1.In electric taste technology, the timing of the flow of weak electric currents after food comes into contact with the tongue is critical, so the product was designed and engineered so that the electrodes are always in contact with the tongue just by holding the product naturally.
    2.The tip of the spoon is designed to be removable for cleaning so that it can always be used hygienically. The product is made using durable materials, and it was also designed to reduce damage due to dishwashers.
    3.Even though the product is battery-powered, the miniaturization of electric taste technology has resulted in a compact design.