Title | RICE GRAIN MANGA |
Brand | KUBOTA CORPORATION |
Product / Service | CORPORATE BRAND |
Category | B11. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Media Placement | DENTSU INC. Tokyo, JAPAN |
Media Placement 2 | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
PR | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
Production | ROBOT COMMUNICATIONS INC. Tokyo, JAPAN |
Production 2 | KAIBUTSU Tokyo, JAPAN |
Production 3 | AMANA Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
SHINGO NISHIDA | DENTSU INC. | Executive Creative Director |
DAUSUKE AOKI | DENTSU INC. | Creative Director |
KAZUYOSHI OCHI | Dentsu Lab Tokyo | Communication Planner |
NOBU MIYAZAKI | DENTSU INC. | Planner |
SHIMPEI MURATA | DENTSU INC. | Planner |
KENTA KUZUHARA | DENTSU INC. | Planner |
YUSUKE KITANI | kaibutsu inc. | Art Director |
YOSHITAKA NAKANO | DENTSU INC. | Creative Producer |
SEIYA YAMASHITA | DENTSU INC. | Content Cordinator |
TAKAHIRO YOSHIKAWA | DENTSU INC. | Content Resercher |
Yasuhiro Kawasaki | ROBOT COMMUNICATIONS INC. | Film Producer |
Yoshiki Hayashi | ROBOT COMMUNICATIONS INC. | Production Manager |
Manami Chiba | ROBOT COMMUNICATIONS INC. | Production Manager |
Kazuma Ikeda | P.I.C.S. Co., Ltd. | Director |
Shimon Tani | IMURA OFFICE INC. | Cinematographer |
Yasutaka Nishida | Freelance | Photographer |
Tatsuya Hirai | OFFICE DOING | Gaffer |
Ryosuke Oguri | ACS | Production Designer |
Yoko Takase | arpeggio | Food Stylist |
Naoki Niwa | TANGE FILMS | Animator |
Satoshi Yao | Freelance | Animator |
Shinnosuke Arima | EDP graphic works | Offline Editor |
Kazuya Kodaira | IMAGICA Lab.Inc. | Online Editor |
Haruka Okutsu | IMURA OFFICE INC. | Colorist |
Hiroyuki Suzuki | IMAGICA Lab.Inc. | Mixer |
Minoru Nishikigi | amana inc. | Graphic Producer |
Sho Nawa | amana inc. | Graphic Producer |
Takashi Taniai | amana digital imaging Hydroid | Photographer |
Yuta Yamazaki | amana digital imaging Hydroid | Photographer |
Kiyokazu Saito | IRISO SEIMITSU Co., Ltd. | Technical Director |
Yusuke Mineno | IRISO SEIMITSU Co., Ltd. | Technical Director |
YOHEI NEMOTO | Dentsu Public Relations Inc. | PR Director |
KOICHI MAEDA | Dentsu Public Relations Inc. | PR Manager |
YUKI SATO | Dentsu Public Relations Inc. | PR Planner |
SAAYA SUZUKI | Dentsu Public Relations Inc. | PR Planner |
KEISUKE FUJITA | cyber communications inc. | Digital Media Planner |
TAKU KATO | Dentsu Public Relations Inc. | Social Account Director |
MAMI NONOGUCHI | Dentsu Public Relations Inc. | Social Account Director |
Yoichi Kanazawa | kaibutsu inc. | Web Director |
Masanobu Ishii | kaibutsu inc. | Web Designer / Illustrator |
Seiya Yamasaki | Kyuso nekokami | Artist |
Saeko Masuda | Freelance | Illustrator |
Koji Mito | Styrism | Recording Cooperation |
HIROSHI TATEWAKI | DENTSU INC. | Account Executive |
MEGUMI KINOSHITA | DENTSU INC. | Account Executive |
Rice is the most important element of washoku, traditional Japanese cuisine named a UNESCO Cultural Heritage. But declining consumption of rice among young Japanese has become a serious problem. It's also a crisis for farmers. Farming machinery manufacturer Kubota wanted to get young people interested in rice, The art of "Rice Grain Art" was brought to Japan long ago. We updated it for today’s generation. About 80% of young people in Japan read manga, which have always included lots of scenes of people eating rice. We extracted 137 scenes from five popular manga series and rearranged them into an original story about how special rice is. Then each of the scenes was carved onto individual grains of rice using a microscopic blade 1/4 the size of a human hair. We also had a popular rock group write a love song to rice and used it in the music video.
A decline in rice consumption among the Japanese has led to a crisis for washoku, the country's traditional cuisine and a UNESCO Cultural Heritage. The decline is especially serious among young people. And this has put the country's rice farmers in danger. Annual rice consumption has fallen by half over the last 50 years. The average age of rice farmers is now over 70, and the population of farmers has fallen to one-fourth its former level. The art of painting pictures and words on grains of rice has been a custom in Japan since long ago. And manga, which is read by 80% of Japanese young people, features lots of scenes of people eating rice. Music sales have fallen in Japan, and young people watch music videos for free on YouTube but get together for live music events. This provided an important opportunity to make contact.