|Title||RECRUITING RICE ATOTORIMUSUKO|
|Brand||KUROHONE RICE FARMING ASSOCIATION|
|Product / Service||KUROHONE RICE|
|Category||F02. Low Budget / High Impact Campaign|
|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|
|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|
Created a new rice brand named ATOTORIMUSUKO, which means Successor in Japanese. It is the first rice brand that recruits its producer itself. Purchasers can apply to join the free agricultural tours. Eat, Experience Farming, and Succeed. We designed the whole series of events as a brand.
Overall budget is just 1,300 USD, and it was all used for printing packages. No Media budget used.
450kg of ATOTORIMUSUKO were sold at 4 organic stores and farmers's markets in Tokyo. Purchasers can apply to join the free agricultural tours, directly from the QR code on the packages. Rice planting and harvesting events were held at the place of production in Kurohone, Gunma-Prefecture.
ATOTORIMUSUKO became a hot topic on the news with no media budget, and drew interests of young people. 450kg of the rice was all sold out. 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.
To tackle the successor-issue of rice farmers, we created a new rice brand as a solution. Purchasers can apply to join the free agricultural tours. It is the first rice brand that recruits its producer itself.
The best advert for farmers is the tasty products they produce. The usual, but tasty rice became a new recruiting media just by changing its packages. Young people who wants to be farmer is declining. However, who pays attention to what they eat is increasing. The rice was sold at organic food stores and farmers' markets to approach them as a target.