| Title | NO SALT RESTAURANT |
| Brand | ISHII CLINIC |
| Product / Service | ELECTRO ‘SALT-FLAVOURED’ FORK |
| Category | C09. Use of New Technology |
| Entrant | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Idea Creation | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Production | AOI PRO. Tokyo, JAPAN |
| Production 2 | AIRCORD Tokyo, JAPAN |
| Production 3 | DEMON PICTURES Tokyo, JAPAN |
| Contributing | SIGNAL Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kohei Kawasaki | J. Walter Thompson Japan | Senior Creative Director / Communication Planner |
| Yuhei Takeyama | J. Walter Thompson Japan | Art Director |
| Tomohiko Nakano | J. Walter Thompson Japan | Creative Producer |
| Aki Takeda | J. Walter Thompson Japan | Art Director |
| Eiji Honma | J. Walter Thompson Japan | Senior Copywriter |
| Yuzo Ono | J. Walter Thompson Japan | Associate Account Director |
| Yongbom Seo | J. Walter Thompson Japan | Account Supervisor |
| Akiko Nakamura | J. Walter Thompson Japan | Account Executive |
| Mitsuru Sato | J. Walter Thompson Japan | Planning Manager |
| Riki Kawanami | J. Walter Thompson Japan | Account Director |
| Yusuke Mochizuki | J. Walter Thompson Japan | Senior Art Director |
| Norio Okinojo | J. Walter Thompson Japan | Senior Copywriter |
| Takumi Ichihara | J. Walter Thompson Japan | General Manager |
| Kazuaki Endo | J. Walter Thompson Japan | Account Executive |
| Tatsuro Nakamura | Onion Inc. | Executive Producer |
| Yuki Honda | Onion Inc. | Producer |
| Tetsuya Tsujimura | Tsujimura Design Studio | Product Designer |
| Takehiko Nishizawa | LIGHT THE WAY Inc. | Film Director |
| Misaki Hikosaka | Freelance | Cinematographer |
| Chiho Imanishi | Ishimori studio | Cooking |
| Toru Nonaka | SIGNAL, Inc. | PR Director |
| Yuki Kobayashi | SIGNAL, Inc. | PR Assistant Director |
| Miki Isogai | SIGNAL, Inc. | Media Promoter |
| Rieko Matsunaga | SIGNAL, Inc. | Media Promoter |
| Junko Morinaga | SIGNAL, Inc. | Media Promoter |
| Aya Sumimoto | GiGGLE inc. | Hair&make |
| chagu | Model | BUNKASHA |
| Yoshiro Nakamoto | J. Walter Thompson Japan | Graphic Designer |
| Kazuyoshi Kato | J. Walter Thompson Japan | Web Developer |
"NO SALT RESTAURANT with ELECTRO ‘Salt-flavoured’ FORK" The Ishii Clinic, along with the production team at Tokyo University, invented the Electro Fork for these patients.
"ELECTRO ‘Salt-flavoured’ FORK" The tongue is covered with taste buds, that sense the flavour of foods, and there are “areas where saltiness is sensed more prominently”. By applying electronic stimulation to this area, utilizing the technology of Augmented Gustation, even foods without Salt, can be given delicious Salt Flavour. And the NO SALT RESTAURANT, featuring this fork, was opened. This restaurant provides foods the patients cannot regularly enjoy, due to their high Salt content without using Salts. (Saltless Meatloaf, Saltless Pork Cutlet, Saltless Salad, Saltless Fried Rice and Saltless Cake). By eating with the ELECTRO FORK, all dishes become flavourful, with the illusion of Salt Flavour.
It will be possible to resolve the world’s current issues of salt intake, and realize healthier cuisine and eating habits. Gained countless publicity: CNET "No salt, no problem! Japanese Electro Fork zaps flavour into your mouth. " Engadget "Dining with the Electro Fork that could Save Lives" The Telegraph "Japan invents Electric ’Salt-flavoured Fork’ " Mashable "If you love salt but you're worried about your sodium intake, a new futuristic fork could save your life." REUTERS "Electro Fork Tricks Taste Buds into a Salty Sensation" EveningStandard. "This electro fork could help you cut down on salt by zapping your tongue." Gained countless numbers of SNS posts: "Electro Fork that adds salt flavour! " "It was incredible that it would be so delicious without any salt! " "Incredible that there’s flavour with salt less food" "This may become a savior for patients who cannot consume salts. "
"ELECTRO ‘Salt-flavoured’ FORK" achieve a balance between health of hypertensive patients with doctors' restrictions on salt intake and enjoyment of meals. This allows to re-establish a relation between patients, who have been sacrificing their diets, and healthier dietary culture.
In an attempt to make hypertensive patients in low/no salt diets enjoy delicious meals with salt flavour, this communication achieves a balance between their Health (low salt diets) and Enjoyment of Meals (meals with salt flavour).