The One Show
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Category
Spatial Design / Outdoor Spaces
Annual ID
140514D
About the Work
A small village in northeast Japan famous for rice, Inakadate, was struggling with aging and declining population along with drop in rice sales. To save the village, we created huge art pictures in our rice field by planting different colors of rice. We then developed a new technology called √¢‚?¨≈?rice-code,√¢‚?¨¬ù which let visitors scan the rice art with their phones like a QR code and purchase the rice. √¢‚?¨≈?Rice-code√¢‚?¨¬ù transformed a scene that people naturally want to photograph into a brand new selling place. 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. Field, the oldest outdoor creative is now the newest.
2014 Awards
Total Points: 15
Silver Pencil
Credits
Agency
HAKUHODO.INC / Tokyo
Production Company
NIPPON Movie CO.,LTD. / Tokyo
Art Director
Keita Kojima
Creative Director
Takahiro Eguchi
Executive Creative Director
Kazuhiro Suda
Airo Takanohashi
Writer
Masako Shimizu
Kei Nakamura
Creative Team
Masateru Kametani
Takehito Shiina
Koki Yamaguchi
Tomohiro Matsumoto
Keito Shinada
Hirochika Matsuo
Akihiro Okada
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