Title | COOKING MISCONCEPTION |
Brand | SEIYU |
Product / Service | SOCIAL RESPONSIBILITY |
Category | A01. Direction |
Entrant | ENJIN Tokyo, JAPAN |
Idea Creation | ENJIN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shiro Nomura | ENJIN TOKYO | CREATIVE DIRECTOR+COPY WRITER |
Yusuke Kashiwagi | ENJIN TOKYO | PRODUCER |
Kaede Koizumi | ENJIN TOKYO | PRODUCER |
Shoichi Tokuyama | ENJIN TOKYO | ASSISTANT PRODUCER |
Kotaro Murano | ENJIN TOKYO | STRATEGIC PLANNER |
Yuki Saito | ENJIN TOKYO | STRATEGIC PLANNER |
Yoshiyuki Yanagida | eredie2 | WEB DIRECTOR |
Syo Kyogoku | homunculus | WEB DESIGNER |
Hiroshi Yamanaka | homunculus | WEB DEVELOPER |
Masato Goto | TYO SPARK | DIRECTOR |
Raku da | dep Management | CINEMATOGRAPHER |
Toshiaki Imaoka | Freelance | CINEMATOGRAPHERv |
Kazumasa Urakawav | Freelance | CINEMATOGRAPHER(RECIPE MOVIE) |
Takuji Takemoto | Freelance | GAFFER |
Kunihiko Takahashi | Freelance | ASSISTANT DIRECTOR |
Masaaki Ohira | gala | PROP STYLIST |
Tomoaki Kumano | gradation | MOVIE PRODUCER |
Testuya Fukushima | kirameki | MOVIE PRODUCER |
Kohei Maruta | Freelance | MOVIE PROJECT MANAGER |
Ken Miyajima | Freelance | MOVIE PROJECT MANAGER |
Midori Moniwa | Freelance | FOOD STYLIST |
Kanami Matsumoto | Freelance | FOOD STYLIST ASSISTANT |
Motono Shimakata | Freelance | FOOD STYLIST ASSISTANT |
Hideto Kikuchi | Freelance | PRODUCTION SOUND MIXER |
Hiroshi Noro | ROONSHA | PRODUCTION SOUND MIXER |
Hajime Atsuta | AJ | CASTING DIRECTOR |
Jo Kobayashi | CHOCOLATE | EDITOR |
Masashi Sato | r STUDIO | EDITOR |
Koei Ishizaki | Freelancev | EDITOR |
Kenji Ichihara | Freelance | EDITOR(RECIPE MOVIE) |
milta ta | Freelance | ILLUSTRATOR |
Ben Conkey | Freelance | COLORIST |
MassiveMusic Tokyo | MassiveMusic Tokyo | MUSIC |
Gaku Shimada | r STUDIO | MIXER |
Kazushige Takebayashi | SHA inc. | ART DIRECTOR |
Natsuki Isa | SHA inc. | ART DIRECTOR / DESIGNER |
Ryuji Okura | SHA inc. | DESIGNER |
Koki Watanabe | SHA inc. | DESIGNER |
Atsuhiro Shirahata | Freelance | PHOTOGRAPHER |
Sunao Sakurai | scab. | RETOUCHER |
Ryota Furunishi | AUR | PR DIRECTOR |
Tomoko Taniguchi | AUR | PR PLANNER |
Asuka Osawa | AUR | PR PLANNER |
Yukihito Fushimi | AUR | PR PROMOTER |
Joe San | Freelance | COOKING SPECIALIST |
Marie Wakana | Freelance | COOKING SPECIALIST |
Bo ku | Freelance | COOKING SPECIALIST |
PE TA | Freelance | PHOTOGRAPHER |
Rui Yamamoto | Freelance | WRITER |
Cooking laziness has become a hot topic during the pandemic since people are spending more time at home. 52.0% of people who don't usually cook think meals should be cooked at home, and many think purchasing store-prepared dishes is lazy. On the other hand, 66.1% of people who cook for their families every day want to escape from cooking, and 64.4% feel their families lack gratitude. To help resolve this misunderstanding between people who do and don’t cook, we launched the "Making Cooking a Snap" project and released a video of husbands in homes where wives usually cook handling every aspect of making dinner – including planning, shopping, cooking and cleaning up – for two days. The video clearly conveys that every aspect of cooking any dish is a challenge that involves no laziness. It also clearly illustrates the value of supermarket-prepared side dishes that lighten the cooking load.
In Japan, where cooking is considered women’s work, 89.8% of women make meals for their families alone every day. Moreover, 72.6% of non-cookers prefer homemade dishes and society places pressure on women not to cook in easy ways. The pandemic has only increased the burden on those who cook every day by increasing the opportunity to cook at home. Against this backdrop, a July 2020 tweet of a man saying, "If you're a mother, shouldn’t you make it yourself?" to a mother and child buying supermarket-prepared potato salad instantly went viral with over 130,000 retweets. It was also featured on numerous TV programs. At the same time, the statement ”buying store-prepared fried chicken is lazy” became a big controversy and the number one Twitter trend in Japan. Since many people are passionate about this topic, most companies have considered it too risky to address.