Title | RICE-CODE |
Brand | INAKADATE VILLAGE |
Product / Service | RICE-CODE |
Category | A03. Ambient media: large scale |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Production Company | NIPPON MOVIE Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazuhiro Suda | HAKUHODO INC. | Executive Creative Director |
Airo Takanohashi | HAKUHODO INC. | Executive Creative Director |
Takahiro Eguchi | HAKUHODO INC. | Creative Director |
Masako Shimizu | HAKUHODO INC. | Copywriter |
Kei Nakamura | HAKUHODO INC. | Copywriter |
Keita Kojima | HAKUHODO INC. | Art Director |
Masateru Kametani | HAKUHODO INC. | Project Curator |
Takatoshi Asari | INAKADATE VILLAGE OFFICE | Project Producer |
Akihiro Okada | SHAKE INC. | Technical Advisor |
Hirochika Matsuo | ANTS INC. | Technical Director |
Takehito Shiina | NIPPON MOVIE CO.,LTD. | Production Producer |
Koki Yamaguchi | NIPPON MOVIE CO.,LTD. | Production Manager |
Tomohiro Matsumoto | ROOT-WORKS INC. | Editor |
Takashi Anbo | TOHOKU HAKUHODO INC. | Agency Producer |
Keito Shinada | Cinematogratpher |
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.
Inakadate had flourished because of its rice from ancient times (more than 2000 years before), and its key assets are the extensive rice field and delicious rice. Therefore, we felt revitalizing the village by utilizing rice in a new way, was the best approach.
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 project successfully attracted 251,320 visitors, about 30 times the population of the village and sales jumped dramatically. This movement even moved the government to build a special train station for the visitors. Also the homepage access of the village increased 8 times more than the usual times. The power of rice revitalized the village again.Rice field was a place to make rice. Now, it’s a place to buy rice, directly.