| Title | RECRUITING RICE ATOTORIMUSUKO |
| Brand | KUROHONE RICE FARMING ASSOCIATION |
| Product / Service | KUROHONE RICE |
| Category | E01. Non-standard Indoor Advertising |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU INC. Tokyo, JAPAN |
| Production 2 | NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN |
| Production 3 | MONOPO Tokyo, JAPAN |
| Production 4 | INCUBIC INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ryo Nakagawa | Dentsu Inc. | Creative Director |
| Taiki Kawase | Dentsu Inc. | Creative Director/Art Director |
| Satoshi Umeda | Dentsu Inc. | Producer |
| Satoshi Takahashi | Dentsu Inc. | PR Planner |
| Atsushi Tokuue | NIBAN-KOBO Productions Corp. | Film Producer |
| Nobuya Imai | NIBAN-KOBO Productions Corp. | Film Director |
| Ryo Miyakawa | monopo inc. | Web Director / Front-end Engineer |
| Joe Yanagita | INCUBIC inc. | Web Designer |
| Hatsuo Endo | Kurohone Rice Farming Association | Client Supervisor |
| Kenta Yano | Kurohone Rice Farming Association | Client Supervisor |
| Asami Hoshino | Kids Valley | Supervisor |
The best advert for farmers is the tasty products they produce. We created a new rice brand named ATOTORIMUSUKO, which means Successor in Japanese. Purchasers can apply to join the free agricultural tours, directly from the QR code on the packages. Eat, Experience Farming, and Succeed. We designed the whole series of events as a brand. It is the first rice brand that recruits its producer itself.
We created a new food-experience just by changing its small package. As a results, over 300 successor candidates took 150km way from Tokyo to the farm. What is more, the brand is expanding to help other farmers who are looking for successors as well. The rice had begun to sell itself, recruiting more and more producers.