|Product / Service||EATREE PLATES|
|Category||B10. Brand Voice & Strategic Storytelling|
|Entrant||LIFULL Tokyo, JAPAN|
|Idea Creation||LIFULL Tokyo, JAPAN|
|Media Placement||LIFULL Tokyo, JAPAN|
|PR||LIFULL Tokyo, JAPAN|
|Production||LIFULL Tokyo, JAPAN|
|Additional Company||PEAK Tokyo, JAPAN|
|Additional Company 2||ELLNIDO Tokyo, JAPAN|
|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|
|Hisaya Kato||ELNIDO||Creative Producer|
|Shuhei Nitta||LIFULL||Event Producer|
|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|
|Yusuke Kuribayashi||AOI Pro.||Film Production Manager|
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.
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.
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.
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.
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.