Product / ServiceEATREE PLATES
CategoryA09. Consumer Services / Business to Business
EntrantLIFULL Tokyo, JAPAN
Idea Creation LIFULL Tokyo, JAPAN
Media Placement LIFULL Tokyo, JAPAN
Production LIFULL Tokyo, JAPAN
Additional Company PEAK Tokyo, JAPAN
Additional Company 2 ELLNIDO Tokyo, JAPAN


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

Why is this work relevant for PR?

To turn a social challenge of forest-thinning into a relatable topic, we created eye-opening news by offering the world’s first experience of “eating thinned trees as food”. By successfully generating a lot of conversations, LIFULL’s initiative has earned expanded PR coverage and established a stronger brand image of its corporate activities for SDGs, which as further extended to creating solutions for this thinning issue.


LIFULL, the leading real estate information service in Japan, has been providing wooden houses for Japanese for a long time. 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 (20% 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 strategy (30% of vote)

With an enjoyable EATING experience positioned at the core, our communication intended to foster stronger relevancy of the issue of tree thinning. The overall communication was designed to offer opportunities to a broader audience to experience the food and read the PR articles, particularly to resonate with and trigger conversation among those interested in food, trending cultures and sustainable diet. PR also took a unique approach by placing more focus on, not social-issue channels, but lifestyle and culture media.

Describe the execution (20% 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 (30% of vote) – must include at least two of the following tiers:

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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