RICE GRAIN MANGA

TitleRICE GRAIN MANGA
BrandKUBOTA CORPORATION
Product / ServiceCORPORATE BRAND
CategoryB11. Corporate Social Responsibility (CSR) / Corporate Image
EntrantDENTSU 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

Credits

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

Write a short summary of what happens in the film

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.

Cultural/Context information for the jury

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.

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