|Product / Service||XIN CAFÉ|
|Category||A05. Other Products|
|Entrant||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|Idea Creation||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|PR||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|KAZUKI TSUBURAKU||BEIJING DENTSU ADVERTISING CO.,LTD.||ECD|
|SI TAN||BEIJING DENTSU ADVERTISING CO.,LTD.||CD|
|MANABU HOSHINO||BEIJING DENTSU ADVERTISING CO.,LTD.||SCD|
|ANDREW SHEE||BEIJING DENTSU ADVERTISING CO.,LTD.||ACD|
|SWEE MEI LOO||BEIJING DENTSU ADVERTISING CO.,LTD.||ACD|
|TAIKI SOMA||DNA CHINA||Director|
|ATSUSHI FUJIMAKI||BEIJING DENTSU ADVERTISING CO.,LTD.||Art Director|
|Janice Wang||University of Oxford||Researcher|
|XIE RUIMING||DNA CHINA||Cinematographer|
|SUN YATAO||DNA CHINA||Gaffer|
|TAIKI SOMA||DNA CHINA||Executive Producer|
|CHOW XIN YI||DNA CHINA||Executive Producer|
|SHINJI TAKAHASHI||IMGSRC SHANGHAI||Special Effects Producer|
|RYUTA OHARA||IMGSRC SHANGHAI||Special Effects Producer|
|YUKI ZETSU||IMGSRC SHANGHAI||Product Designer|
|KAZUYA OTSUKA||IMGSRC SHANGHAI||Product Designer|
|YAGUCHI ELECTRIC||IMGSRC SHANGHAI||Technologist|
|DAI TAKAHASHI||IMGSRC SHANGHAI||Technologist|
|RYO HARADA||LADER PRODCUTION||Music Producer|
|CHESTER BEATTY||LADER PRODCUTION||Sound Designer|
Scientific research indicates that listening to distinctively higher-pitched sounds can alter people’s senses towards food to be sweeter. So we created Sonic Sweetener, an extraordinary melody that helps people focus on a beverage’s sweetness, without the need to add more sugar.
Based on research from the University of Oxford, we worked with sound designers to analyze and combine chords, tones, and frequencies to create Sonic Sweetener. We then installed Sonic Sweetener in a cup-shaped device at Xin Cafe in Shanghai. When people drank from it, Sonic Sweetener helped them focus on the sweetness of the beverage, without the need to add more sugar. Sonic Sweetener is also available on the Internet for everyone to experience its sensory benefits.
Triggered 4 million conversations around the world.
Everyone knew about the dangers of sugar overconsumption, but they take their daily sugar intake for granted. We needed an unconventional and buzzworthy solution that would stop them and make them rethink about their sugar intake.