Short List
Product / ServiceFROEBEL-KAN
CategoryB05. Books
Idea Creation DENTSU INC. Tokyo, JAPAN
Production BB MEDIA Tokyo, JAPAN
Production 2 PUZZLE Tokyo, JAPAN
Production 3 SUI-INC. Saitama, JAPAN
Production 4 VONS PICTURES Tokyo, JAPAN
Production 5 MUSE CREA INC. Tokyo, JAPAN
Additional Company NISSHO Tokyo, JAPAN


Name Company Position
Ryo Honda Office Honda Ryo Inc. Executive Creative Director
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Yusuke Shimano DENTSU INC. Creative Director
Michiko Kato DENTSU INC. Creative Director
Kanako Kanou Froebel-Kan Co.,Ltd Creative Director
Yusuke Imai DENTSU INC. Art Director
Fujita Takuya DENTSU INC. Copywriter
Kaisei Soma DENTSU INC. PR Director
Tomoyoshi Ishikawa DENTSU INC. Communication Architect
Masato Yoshikawa BBmedia Inc. Executive Producer
Rei Sato BBmedia Inc. Producer
Wataru Hayashishita BBmedia Inc. Producer
Kokoro Tanaka BBmedia Inc. Production Assistant
Takuma Ohya BBmedia Inc. WEB Designer
Keisuke Yoshida BBmedia Inc. Markup Engineer
Toshinori Obuchi puzzle inc. Designer
Yurie Hara puzzle inc. Designer
Masaho Ota NISSHO.co.,ltd. Printing
Takeshi Suehiro freelance Production Designer
Kazuo Nagai Sui-inc. Production Designer
Daisuke Isozaki VONS pictures, Inc. Photo shooting&retouch
Kotaro Tsujimoto Freelance Photographer
Joji Asaoka Freelance Film Director
Yoko Asazuma freelance Cinematographer
Hiroyuki Takahashi MUSE CREA INC. Editor
Toshiaki Okabe MUSE CREA INC. Editor
Kanae Sato freelance Illustrator
Mai Kunii Material inc. PR Planner


In the world today, “violence with words” such as hate speech has become rampant and is a social problem. Japan is not an exception, and is especially striking, when thinking of the negative effects it has on children. Established in 1907 as one of Japan’ s oldest publishing companies of children’s books, Froebel-Kan has always supported the healthy upbringing of children with “words” though picture books and children’s books. With the spread of digital devices, children’s language environment has changed drastically, creating apprehensions on the current situation of how negative “words” can easily harm children. Our project’s goal was to have people reexamine the meaning of “words” and the magnitude of influence they have.

Describe the creative idea (40% of vote)

7 Words used in communication by all generations were selected, like “Love”, “Gross”, “Sorry”, and created into snack that expressed those words with taste and appearance. Then included them into a picture book. We created a picture book that makes the reader think about the feelings of the people receiving those words through the words’ taste and texture. The words’ taste and color were created under the supervision of many specialists from various fields, such as educators, linguists, childcare scholars, nursery school teachers, pastry chefs, and editors. We redesigned picture books that have supported children’s healthy upbringing, into an experiential tool that is needed in the coming age. And presented a new style of active learning.

Describe the execution (40% of vote)

Specialists from various fields, such as educators, linguists, childcare scholars, nursery school teachers, editors, supervised from diverse angles, to decide the words’ taste and appearance, creating a recipe. The words made up of snack were then included into a picture book. We held a tasting event for the official launch of “Tasteful Words”. We created an occasion for parents and children to actually eat the words and think about the words’ meaning and the feelings of when receiving those words.

List the results (20% of vote)

We held events at various places for children to experience the picture book. With much positive reaction, the recipes were opened to the public for free. Because of the positive reaction from the launch event, we further held events using the picture book in various places, such as libraries, nursery schools, special education classes. Educational institutions even started incorporating the book in elementary schools’ moral education classes. And received praise from educational institutions stating “It is a new way of education, teaching children to think of the meaning of words”. With this positive reception, we released the recipes for the edible words to the public, making it free to download for all schools across Japan. Advertising Equivalency Value : $1,776,547 “A great way to reexamine the way words are used in an age where the use of words have become rough.” -NHK-


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