RICE GRAIN MANGA

TitleRICE GRAIN MANGA
BrandKUBOTA CORPORATION
Product / ServiceCORPORATE BRAND
CategoryA01. Artist in Partnership with a Brand or a Cause
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

Why is this work relevant for for Music?

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, so they delivered their message through a "music video" using "Rice Grain Art". It generated a huge buzz on social media and received lots of supporting comments. Young people even dressed up like rice at concerts. The project built momentum among its targets to support rice and rice farmers.

Background

The future of rice in Japan is in danger. Rice is one of Japan’s staple foods and the most important element of washoku, the traditional Japanese cuisine named a UNESCO Cultural Heritage. However, rice consumption has dropped by half in the last 50 years. Young people especially are moving away from eating rice. What is more, the rice farming population is down to 1/4 what it was before, and the average age of farmers is now over 70. To address this crisis, Japan's leading farming machinery manufacturer Kubota wanted to tell young people about the farmers' plight and promote rice consumption. They came up with an artistic message using rice itself as the canvas.

Describe the creative idea

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.

Describe the strategy

The target was young people in their 10s and 20s. To get the message to this demographic, which is difficult to reach through TV, print and other mass media, we combined manga (read by 80% of young people) and music (using a popular rock band). We produced a video using cutting-edge technology to engrave individual grains of rice. We uploaded the song to streaming platforms. We also staged live performances. Interesting trivia about rice was posted on the social media account to convey the importance of rice in a fun and wide-reaching manner. By selecting channels that young people could identify with, we promoted exposure for the project in multiple contexts.

Describe the execution

The video was released and the social media account opened on November 2, 2018. Popular manga artists and band members involved in the project tweeted about it to their fans. This generated huge interest in entertainment media and made it a trending topic on Japan's largest news portal sites the following day. Then wider TV and print exposure brought the project beyond the target audience to all of Japan. Rice trivia from the official social media account was also picked up by other media, which got people talking about rice. Then the band went on a three-city tour in December and tickets sold out immediately. Young people singing together about their love for rice became a huge topic.

Describe the outcome

- The project was covered by 489 media outlets in two months. - The spread from Japan’s largest news portal sites to TV and print generated $1.7 million Advertising Value Equivalent and a reach of 580 million. - Reach on Twitter exceeded 29 million, and supportive tweets totaled more than 37,000. - At the concerts, 10,000 young people dressed in white, the color of rice, and sang along with the theme song. - The YouTube video has been viewed more than 10 million times and the comments section is still getting positive reviews. Young people said, “I want to eat rice!” “I want to support rice farmers!” And farmers responded, “I was moved. I’ll keep working!” The project succeeded in spreading the message about the rice crisis among young people, and they responded with their resounding support.

Links
Website URL