|Product / Service||NIKKEI BLEND|
|Category||A08. Media / Entertainment|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU PUBLIC RELATIONS Tokyo, JAPAN|
|Production||DENTSU LIVE INC. Tokyo, JAPAN|
|Production 2||DENTSU CREATIVE FORCE Tokyo, JAPAN|
|Production 3||TOW CO.,LTD Tokyo, JAPAN|
|Production 4||MASKMAN Tokyo, JAPAN|
|Production 5||DANCE NOT ACT Tokyo, JAPAN|
|Additional Company||NIKKEI INC. Tokyo, JAPAN|
|Additional Company 2||JIGOWATTS Tokyo, JAPAN|
|Additional Company 3||TAKI CORPORATION Tokyo, JAPAN|
|Additional Company 4||VONS PICTURES Tokyo, JAPAN|
|Additional Company 5||NISSHO Tokyo, JAPAN|
|KAZUHIRO SHIMURA||DENTSU INC.||CREATIVE DIRECTOR|
|YUSUKE IMAI||DENTSU INC.||ART DIRECTOR|
|RYO SEKI||DENTSU INC.||PLANNER|
|RYO SASAKI||DENTSU INC.||COPYWRITER|
|JUNTA YOSHIKAWA||DENTSU INC.||PLANNER|
|MIKI KIKUCHI||DENTSU INC.||ACCOUNT MANAGER|
|TOGO FUJII||DENTSU INC.||ACCOUNT MANAGER|
|TAKASHI KIBE||TOW CO.,LTD||PRODUCER|
|TATSUYA MURAYAMA||DENTSU LIVE INC.||PRODUCER|
|RYUTA ITO||TOW CO.,LTD||PRODUCTION MANEGER|
|MAI ITO||TOW CO.,LTD||DESIGNER|
|Keigo NAKANISHI||MASKMAN inc.||DIGITAL DIRECTOR|
|FUMIAKI TAKASU||MASKMAN inc.||DIGITAL DIRECTOR|
|KEISHU NAKAJIMA||MASKMAN inc.||Programmer|
|TOMOKI SHIBATA||Jigowatts Inc.||Programmer|
|KOUICHI NAKAMURA||KAMOGAWA COFFEE||Varistor|
|MANAMI MASUDA||TAKI corporation.||DESIGNER|
|DAISUKE ISOZAKI||VONS pictures, Inc.||CG DIRECTOR|
|TAE YOSHIOKA||VONS pictures, Inc.||CG DESIGNER|
|TAKAOMI MAEDA||DENTSU CREATIVE FORCE INC.||CREATIVE PRODUCER|
|SHOTA MATSUMOTO||DENTSU CREATIVE FORCE INC.||CREATIVE PRODUCER|
|SHINICHI TAKAMURA||DIGITAL GARDEN Inc.||DIRECTOR|
|MASASHI YAMAGUCHI||DANCE NOT ACT inc.||PRODUCER|
|KOICHI MAEDA||Dentsu Public Relations Inc.||PR PLANNER|
|HITOSHI KATO||NIKKEI Inc.||AR producer|
|WATARU MURAYAMA||NIKKEI Inc.||AR chief director|
|TAKESHI YAMADA||NIKKEI Inc.||AR planner|
|SHUNSUKE TAKAGIWA||NIKKEI Inc.||AR director|
We noticed that many businesspeople start their day with a cup of coffee and this inspired us to create the NIKKEI BLEND, a coffee with a taste that changes as stock prices fluctuate. With this coffee, we incorporated the unrelatable topic of the economy into the daily lives of businesspeople in order to take on the challenge of arousing their interest in economic matters.
This present age is full of information and the economy is becoming increasingly irrelevant and unrelatable to the general public. However, research shows that people with a higher level of economic literacy have a heightened sense of moral responsibility about social issues which in turn, contributes to creating a happier society. NIKKEI is Japan's top financial newspaper with a 140-year long history and we took on the challenge of arousing people's interest in the economy. If we make the economy relevant to more people and improve their economic literacy, surely we can contribute to the creation of a better society.
We focused on the Nikkei Stock Average, a stock market index calculated by the NIKKEI and one of the most important and up-to-date indexes of the Japanese economy. However, excluding people in business management, fluctuations in the Nikkei Stock Average are irrelevant to the general public. But what if this index was linked to our daily lives? We realized that many businesspeople always start their day with coffee. Using this to our advantage, we created the NIKKEI BLEND, the world's first coffee with a taste that changes as stock prices fluctuate. Based on real-time Nikkei Stock Average data, the coffee gets more bitter as stock prices rise, and more sour as they drop. We also developed a system that converts the data into logos in real time. The project literally gave businesspeople a taste of the economy and piqued their interest.
As Japan's top financial newspaper, our goal was to get more businesspeople interested in the economy. Thus, the target was the businesspeople who felt that the economy was something that was irrelevant to their daily lives. In order to accomplish our goal, we focused on the Nikkei Stock Average, one of the most important and up-to-date indexes of the Japanese economy. By acquiring data on the Nikkei Stock Average and incorporating it in real time into something that is relevant to the lives of many, we strived to get businesspeople to become interested in the economy. The overall experience was structured in a way so that participants could be led to a more detailed source of economic information. Their curiosity would open the door to a whole world of information which we determined would make them even more actively involved in the economy.
Real-time data on the Nikkei Stock Average was acquired through one of NIKKEI's unique information sources. Together with our algorithm that automatically produces a coffee that gets more bitter as stock prices rise and more sour as they drop, our specially-developed coffee machine equipped with five motors, controlled how the five different coffee beans were blended to produce 1000 flavors. A stand was set up in the famous business district of Nihonbashi where this coffee was handed out to passers-by. We also developed a system that converts stock price data into logos in real time, which meant that each cup had a different logo depending on when it was poured. People could scan the logo with the NIKKEI AR app to read NIKKEI's most up-to-date economic news and watch commentary videos by journalists. The result was a system which allowed curious participants to discover why their coffee's taste had changed.
The coffee stand had a huge queue for days on end. It became a place where businesspeople gathered to discuss the economy. The project became a hot topic around the country as the first of its kind to link the Nikkei Stock Average with people's taste buds. Reaching 25 million people, 96% of participants claimed that it was innovative, and 70% said they were more interested in the economy. By incorporating this unrelatable topic into a daily cup of coffee, even people who had never shown an interest in the economy began posting about the latest stock prices on social media. Economic fluctuations became a familiar topic thanks to a coffee changing flavor. The project literally gave businesspeople a taste of the economy, and the NIKKEI BLEND contributed to the improvement of Japan's economic literacy as well as demonstrate new possible ways of transmitting information.