Cultural / Context information for the jury

Bamboo has been essential material for the lives of Japanese. On the other hand, bamboo is facing a decline in demand, and now the bamboo forests are being abandoned. What has this brought? Destruction and disaster to the eco-system. For the SDGs, LIFULL, a leading real estate information company in Japan, brought a solution to this issue. “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. As a result, 300 thousand of abandoned trees have been consumed and 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.

Tell the jury about the art direction.

The audience for this communication is those who want to incorporate social contributions into their lifestyle. In order to attract their interest, we properly communicated the actual situation of the bamboo damage problem. We have also developed a sophisticated design that makes them want to convey their contribution to others. The strong focus was not only environmental preservation, but also the gastronomic quality which was highly appreciated and gained extensive coverage in lifestyle media.