TALKABLE VEGETABLES

TitleTALKABLE VEGETABLES
ClientHUG MART
Product / ServiceSUPERMARKET
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN

The Brief

AS COMPANIES TRY TO MAKE PROFIT EASILY, ISSUES LIKE “MISLEADING FOOD LABELS” INCREASED ABOUT 3 TIMES IN 5YEARS. JAPANESE CONSUMERS BECAME MORE AND MORE WORRIED ABOUT FOOD SAFENESS FROM THIS NEWS. SO, RELIABLE INFORMATION TO BUY FOOD IN RELIEF WAS NEEDED. HUG MART IS A MARKET WHICH ONLY LINES UP SAFETY FOODS DIRECTLY SENT BY CONTRACTED FARMERS. BUT FARMER’S HONESTY TO MAKE SAFE FOOD WON’T EASILY REACH OUT. HUG MART NEEDED TO DELIVER IT SURELY TO CONSUMERS. "TALKABLE VEGETABLES" IS PUBLIC RELEASED, BUT WE ARE STILL IMPROVING DAY BY DAY.

BY THE RELIABLE SALES TALK OF THE VEGETABLES, SALES INCREASED ABOUT 250%. ALSO STORE TRAFFIC INCREASED 205%. TALKABLE VEGETABLES WAS WIDELY CITED IN THE MEDIA, AND THE VOICE OF VEGETABLES REACHED NOT ONLY TO THE CUSTOMERS IN STORE, BUT TO MANY PEOPLE THROUGHOUT THE WORLD. At SXSW, IT WAS PICKED UP AS A REMARKABLE WORK, YOU CAN'T MISS.ALSO WAS CHOSEN AS AN OFFICIAL ART WORK FOR INTERNATIONAL ART FESTIVAL OF SAPPORO. USING VEGETABLE AS A NEW MEDIA, CONSUMERS COULD BE ABLE TO BUY FOOD IN RELIEF WITH MUCH JOY AND SMILE. CONSUMERS IDEALLY HOPE TO BUY FRESH VEGETABLES FROM THE FARMER'S MARKET ALL TIME, HEAR REAL HARVESTING INFORMATION FROM THE FARMER, BUT IN THIS BUSY SOCIETY, IT IS HARD FOR ALL OF US.SO FOR THE LONGTERM OUTCOME, WE HOPE TALKABLE VEGETABLES COULD ELIMINATE BOUNDARIES BETWEEN FARMERS AND CONSUMERS, IN A HUMANIZED WAY. THIS TECHNOLOGY CAN BE USED NOT ONLY FOR VEGETABLES BUT TO OTHER THINGS THAT HAS MOISTURE AND CARRIES ELECTRICITY. BEVERAGES, OTHER FOODS, ETC. FOR FURTHER DEVELOPMENT, WE ARE IMPROVING DAY BY DAY. WE ARE WORKING TO LINK WEATHER, TIME, AND DATE WITH WHAT VEGETABLE TALKS. MOREOVER DISTINGUISH SEX, AGE, OCCUPATION AND DELIVER MORE RELEVANT INFORMATION TO THE CUSTOMERS.

WE INVENTED A FRESH AND UNIQUE PROMOTIONAL TOOL CALLED “TALKABLE VEGETABLES.” THE TOUCH OF THE VEGETABLE, TRIGGERS THE ELECTRIC REACTION, AND THE VEGETABLE TALKS. THEY TALK ABOUT FARMER’S PASSION, VEGETABLE’S SPECIAL FEATURES, RECIPE RECOMMENDATIONS AND MORE. BESIDES, WE ADOPTED DIRECTIONAL LOUDSPEAKER THAT BRINGS THE VOICE DIRECTLY TO OUR EARS. CONSUMERS COULD KNOW THE SAFENESS OF THE VEGETABLES DIRECTLY FROM THE FARMERS. "TALKABLE VEGETABLES" CHANGED UNENJOYABLE TRACEABILITY INFORMATION TO FUN EXPERIENCE THAT EVEN KIDS CAN ENJOY. IT IS MADE OUT OF AN ADAPTATION OF AN EXISTING TECHNOLOGY. WE HAVE IMPROVED OUR VERSION, AND ARE IMPROVING IT STILL, DAY BY DAY. First, it Operated by Arduino+Processing+MacBook, next, only by the Arduino. By noticing people brings up the vegetables at the store, we made the wireless version(nothing inside the vegetable, it can still be sold). As storefront was noisy, adopted directional loudspeaker that brings the voice directly to our ears. Then Developed a version which distinguish “touch” and “grab,” and changes what vegetable talks. We are now improving it to link what the vegetable talks by weather, time and date etc.

Credits

Name Company Position
Kazuhiro Suda HAKUHODO INC.  Executive Creative Director
Airo Takanohashi  HAKUHODO INC.  Executive Creative Director
Takahiro Eguchi  HAKUHODO INC.  Creative Director
Shinichiro Nagaoka HOKKAIDO HAKUHODO INC. Creative Director Creative Director
Jyuntaro Mochizuki HAKUHODO I-STUDIO Creative Director
Masako Shimizu HAKUHODO INC.  Copywriter
Kei Nakamura  HAKUHODO INC.  Copywriter
Keita Kojima  HAKUHODO INC.  Art Director
NAO YOSHIOKA HAKUHODO INC.  Illustrator
YUKA MATSUE HOKKAIDO HAKUHODO INC. Agency Producer
TATUYA KIDA HAKUHODO I-STUDIO Programmer
AKIHIRO CHAYA HAKUHODO I-STUDIO Programmer
YUTO KUMON HAKUHODO I-STUDIO Programmer
JUNPEI KAWASAKI HAKUHODO I-STUDIO Computer Artist
Takehito Shina CRAY INC. Production Producer
Koki Yamaguchi  CRAY INC. Production Manager 
Tomohiro Matsumoto  ROOT/WORKS INC.  Editor
Masateru Kametani  HAKUHODO INC.  Project Curator