EATREE PLATES

Silver Spike

Case Film

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TitleEATREE PLATES
BrandLIFULL
Product / ServiceEATREE PLATES
CategoryF04. Innovation & Solution
EntrantLIFULL Tokyo, JAPAN
Idea Creation LIFULL Tokyo, JAPAN
Media Placement LIFULL Tokyo, JAPAN
PR LIFULL Tokyo, JAPAN
Production LIFULL Tokyo, JAPAN
Additional Company PEAK Tokyo, JAPAN
Additional Company 2 ELLNIDO Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki LIFULL Chief Creative Officer
Takahiro Miyake LIFULL Art Director
Mai Kaneda Freelance Copy Writer
Yongbom Seo PEAK Project Manager
Yosuke Takano LIFULL PR Director
Yoko Mori LIFULL Designer
Koji Tamura Freelance Chef
Hisaya Kato ELNIDO Creative Producer
Shuhei Nitta LIFULL Event Producer
Tetsushi Ueno LIFULL Planner
Yugo Izumida LIFULL Designer
Ai Ogura LIFULL Designer
Kyouichi Shibukawa HOEDOWM Film Producer
Kurando Furuya HOEDOWM Film Director
Ayano Yamanaka HOEDOWM Film Production Manager
Koichi Takagi HOEDOWM Director of Photography
Taiki Sakamaki dadab Film Director
Minjeong Kwak dadab Film Editor
Takashi Hara dadab Mixer
Yusuke Kuribayashi AOI Pro. Film Production Manager

Background

LIFULL, the leading real estate information service in Japan, has been providing wooden houses for Japanese people. Inspired by SDGs, LIFULL started a project for forest health sustainability. The forestry industry has been promoting artificial plantation which has helped the prevention of global warming. Those artificial forests require a regular maintenance process of “tree thinning” to deliver sunlight to the trees. However, in recent years, the declining demand of thinned trees has limited this maintenance support and destroyed the forest environment. So we invented a brand new demand for thinned trees to be used as FOOD.

Describe the creative idea (40% of vote)

EATREE PLATES A new idea of eating the thinned trees to save trees. Consumption as a food ingredient generates revenue for forestry business, creates further demand of tree-thinning, and helps the forests to be in a better environment. We developed a new eco-system through a cross-industry collaborative approach for sustainable forest health.

Describe the execution (40% of vote)

1. Worked with a forestry company to dry and grind the wood material and transformed it into a food ingredient. 2. Developed a full-course recipe with a Michelin-starred chef. 3. Open a restaurant in the middle of a thinned tree forest and offered the same experience also in Tokyo at LIFULL’s own restaurant.

List the results (20% of vote)

The news was covered widely and spotlighted the issue of thinned trees and whole forest industry. Now we made an e-commerce offering of selling poundcakes. They have become very popular and constantly sold out. Sales increased by 500% and PR spending of US$9K delivered news value equivalent to US$1.8M. More importantly, this project is bringing money to the forestry companies engaged in tree-thinning business.

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