Short List
Product / ServiceUNFAIR PLATES
CategoryF02. Environmental / Social Impact
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 FROEBEL-KAN Tokyo, JAPAN
Production BBMEDIA Tokyo, JAPAN


Name Company Position
Miyuki Kimura Froebl-kan co.,ltd. Director
Masayuki Nakano Froebl-kan co.,ltd. General Manager
Hidekazu Yanagisawa Froebl-kan co.,ltd. Manager
Akiko Kira Froebl-kan co.,ltd. Staff
Ryo Honda RYO HONDA OFFICE Executive Creative Director
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Tomoyoshi Ishikawa DENTSU INC. Communication Architect
Arata Kubota DENTSU INC. Art Director
Satomi Okubo DENTSU INC. Art Director
Hiroki Uranaka Common inc. Designer
Kiyomi Koyama Common inc. Designer
Takao Oyama BBmedia Inc. Producer
Masato Yoshikawa BBmedia Inc. Producer
Satomi Takahashi BBmedia Inc. Director
Wataru Hayashishita BBmedia Inc. Project Manager
Junji Horikoshi BBmedia Inc. Project Assistant
Masami Funatsu Gonshiro Co.,Ltd. Cinematographer
Kouta Ikeda Freelance Music Producer

The Campaign

At first glance, they are 6 identical white plates. When held, it is clear that the weight of the plates are all different. The weight of the plates are actually, “The weight of food one person from 6 different countries wastes in a week”. By not showing the amount of wasted food visually, but having them experience it through weight, we created an educational tool in the shape of plates that heightening the awareness of food and had children think deeply about the problem, changing their meal time behavior.

Creative Execution

We distributed the plates to kindergartens and held classes that had children experience the different weights of the plates. We created an occasion for children to think about why the plates weigh differently, even though they all look exactly the same. By flipping the plate over, children were able to see the significance of the weight. And by showing children the state of left-over food around the world, it became an educational experience where children became strongly aware of the preciousness of food that they and their family’s consume everyday.

Indication of how successful the outcome was in the market

Eat everything on your plate. Children who’ve been told this were finally able to understand the reason why, through their experience with “Unfair Plates”. Children were able to learn about the state of left-over food around the world, how much food is being wasted in the country they live in, and it also deepened interest in the food they consume everyday. Through this, children will think about the weight of their own plates during every meal. As a company that has supported children’s education through publishing, Froebel-Kan succeeded in going beyond storybooks, to tell a meaningful story in a new way.

As children as our target, we avoided using difficult explanations, and presented the state of left-over food around the world through an experiential story. We used “plates” as a motif as it has the most affinity to food. An empty plate that makes you imagine the amount of wasted food. Though the same plate, by holding it in your hands, you experience the difference in the amount of wasted food according to each country.