PLAY-TE

TitlePLAY-TE
BrandYAMAMOTO KINSEIIN
Product / ServicePLAY-TE
CategoryA02. Creative Innovation
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Mitsushi Abe Dentsu Inc. Senior Creative Director
Akira Suzuki Dentsu Inc. Creative Director
Kenta Nakagawa Dentsu Inc. Creative Director
Maho Miyamoto Dentsu Inc. Planner
Kousuke Hayashi PYRAMIDFILM QUADRA INC. Production Producer
Junichi Moriga PYRAMIDFILM QUADRA INC. Production Manager
Sarasa Yonenaga PYRAMIDFILM QUADRA INC. Designer
Shunjiro Miyauchi YAYA Technical Director/Programmer
Takayoshi Ishii Agyou. co., Ltd. Programmer
Shuichi Keira PYRAMIDFILM QUADRA INC. Technical Director
Yohei Kagawa PYRAMIDFILM INC. Production Producer
Yu Satake PYRAMIDFILM INC. Production Manager
Yusuke Koyanagi DENTSU INC. Art Director
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Toshihiro Kawada TOSHIHIRO KAWADA DESIGN Product Designer
MAki Eto Studio VANIMA Production Designer
Susugu Watabe TAKI CORPORATION Designer
Satoshi Kamiguchi Pyramid film inc. Director
Yu Oishi free Cameraman
Ryosuke Kokubo free Lighting Designer

The Campaign

?A solution for the “prevalence of lifestyle-related diseases” PLAY-TE supports the eating habit that protects us from diabetes. It carefully observes the way people eat, checking to see if they are fulfilling the“Vegetable First” recommended by the Diabetes Society, and if they are avoiding the“Speed Eating” that causes the rapid increase in the blood sugar level. ?A solution for the “dilution of family relationships” PLAY-TE enables users to confirm the safety or to check the eating habits of the family far away. Users can also share the dietary log with their and to ask for the proper guidance. ?A solution for the “reduction of living and storage space” With PLAY-TE, users can enjoy the infinite number of designs that suits the mood and meal. This feature contributes to the reduction of the storage space.

Creative Execution

PLAY-TE is equipped with an electric paper, a three-point pressure sensor, and a Bluetooth. A pressure sensor measures the remaining amount of the food on the plate. By checking the order and speed of the change in the food weight, it supports us realize the healthy eating habit. Also, by being linked with smartphones using Bluetooth, PLAY-TE enables us to manage our daily food logs and share the data with our gym instructors/family doctors and ask for the proper guidance. We can also share the data with our family far away and let them know that we’re doing fine. The electric paper on the surface makes it possible for us to enjoy the infinite number of designs with only one plate.

PLAY-TE is jointly developed by a leading electric paper company Plastic Logic and a major Japanese digital production company PYRAMID FILM QUADRA INC. It has now reached the prototype stage. For production on the commercial basis, we are planning to finish brushing up by the next spring and considering selling large quantities in early stage. In an early stage of the volume sales, we will set the minimum order to 1,000 and sell them through Kickstarter. After confirming the needs of the market, we will adopt the larger production lot, reducing its cost down to less than $300 each.

Plates have a long history. The oldest plate extant is the one excavated in China, which is said to be about 21,000 years old. Ever since then, a plate was nothing more than just a plate on which food is served. “PLAY-TE” brings innovation to the idea of plate that hasn’t changed for thousands of years. Thus, we believe that “PLAY-TE” is something relevant for Innovation Spikes.

Links

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