BAMBOO SWEETS

TitleBAMBOO SWEETS
BrandLIFULL
Product / ServiceLIFULL
CategoryG07. Corporate Purpose & Social Responsibility
EntrantPEAK Tokyo, JAPAN
Idea Creation LIFULL Tokyo, JAPAN
PR LIFULL Tokyo, JAPAN
Additional Company PEAK Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki LIFULL Executive Officer / Chief Creative Officer
Takaya Masuda LIFULL Art Director
Yongbom Seo PEAK Inc. President
Toru Kayama PEAK Inc. Project Manager
Mai Kaneda Freelance Copy Writer
Akihiro Kuwahara LIFULL Designer
Yoko Mori LIFULL Designer
Mikiko Goto LIFULL Designer
Riku Yakushijin Freelance Chef
Shiho Sakamoto Freelance Chef
Hisaya Kato ELNIDO Creative Producer
Saho Yamaoka LIFULL PR Director
Shoko Nojiri LIFULL PR Director
Maki Horiuchi LIFULL PR Director
Megumi Sakamoto PEAK Inc. PR Director
Akira Yoshino One Story PR Planner
Hirokatsu Goto One Story PR Planner
Hiroshi Maruyama ALLBLUE PR Planner
Yohei Ohno ALLBLUE PR Planner
Takahiro Natsukuri tko Event Producer
Yasunori Shioda tko Event Producer
Kurumi Furuno AOI Pro. Event Production assistant
Satoshi Funakoshi Uoo Event Production Designer
Kyoichi Shibukawa HOEDOWN Film Producer
Kurando Furuya HOEDOWN Film Director
Daiju Yoshida HOEDOWN Film Production Manager
Koichi Takagi HOEDOWN Director of Photography
Satoshi Ueno LIFULL Frontend Engineer

Why is this work relevant for Brand Experience & Activation?

“Bamboo Sweets” drove people by creating a new innovative brand that transforms abandoned bamboo into sustainable food and created an eco-system to solve the issue of abandoned bamboo.

Background

Bamboo has been essential material for the lives of Japanese, being used for buildings and crafts. On the other hand, bamboo is facing a decline in demand, and with the aging of its producers, now the bamboo forests are being abandoned. What has this brought? Destruction and disaster to the eco-system. For the Sustainable Development Goals, LIFULL, a leading real estate information company in Japan, brought a solution to this issue.

Describe the creative idea (20% of vote)

“Bamboo Sweets” is the world’s first series of sustainable sweets made of abandoned bamboo. LIFULL collaborated with bamboo producers, researchers and chefs, to develop a sustainable eco-system supporting production of the new idea. LIFULL offered the eating experience at its own restaurant, as well as through online and offline stores.

Describe the strategy (20% of vote)

Our creative strategy is to transform abandoned bamboo into sustainable food. Our sweets use bamboo for more than 20% of its ingredient. The more customers buy and eat Bamboo Sweets, the more consumption of the abandoned material reduces the cases of bamboo incidents and supports a sustainable ecosystem. 

Describe the execution (30% of vote)

Bamboo Sweets is a creative idea to transform abandoned bamboo into sustainable food. Our sweets use bamboo for more than 20% of its ingredient. The more customers buy and eat Bamboo Sweets, the more consumption of the abandoned material reduces the cases of bamboo incidents and supports a sustainable ecosystem.  Three key innovations: 1. Technology; Bamboo trees collected from the abandoned forests were processed through drying, grinding and turned into powder to be edible. 2. Collaboration with famous chefs; The strong focus was not only environmental preservation, but also the gastronomic quality which was highly appreciated and gained extensive coverage in lifestyle media. 3. Sustainability; The sweets are served at our restaurant and also sold as ”galette” cakes via online and wholesale. Extended distribution to hotels and art museums has been delayed due to the pandemic, but meanwhile we are discussing opportunities to collaborate with globally renowned sweets brands.

List the results (30% of vote)

・300 thousand of abandoned trees have been consumed as food ingredient ・Over 6000 square meters of the natural environment has been conserved ・Profit earned from the project is returned to the collaborators to fund continued and expanded efforts for this challenge. We are currently working to increase production capacity to fill the back orders and make further significant contribution to solving the bamboo damage issues.

Please tell us how the brand purpose inspired the work

LIFULL is a leading real-estate information service in Japan, who aims to support and empower the many different ‘LIFE’s in the world to be ‘FULL’ of joy and safety, by solving social issues through their business serving the areas of housing, food and lifestyle. For the Sustainable Development Goals, LIFULL brought a solution to the bamboo damage issues.

Links

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