RICE-CODE

Gold Spike

Case Film

Presentation Board

TitleRICE-CODE
BrandINAKADATE VILLAGE
Product / ServiceRICE-CODE
CategoryD03. Special Build
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN
Production Company NIPPON MOVIE Tokyo, JAPAN

Credits

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 Cinematographer

Execution

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 rice fields. 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 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. Ground, the men’s most primitive outdoor media, became the newest.