Cultural / Context information for the jury

In Japan, people put newspapers under the griddle when enjoying home barbecues to avoid grease splattering on the table. We focused on this custom as a key element that would encourage people to eat Wagyu "at home". On August 29th, Japan’s Grill Beef Day, we placed a newspaper advertisement that turns into a tablecloth intended to be put under the electric griddle. The advertisement depicts 178 people who worked their best during COVID-19, including medical doctors and nurses, baseball players whose games were cancelled, and so on. Using the newspaper, we encouraged the public to remember the enjoyment of having grill beef dinner parties without holding one in person, and reward themselves with delicious grilled Wagyu for living through this rough summer.

Translation. Provide a full English translation of any text.

【Center Title】 "焼肉の土俵"　 ➤ "Yakiniku (Grilled Beef) Sumo Ring" ※We used the word sumo ring so that Japanese people would want to put their electric griddles on top of the "stage = ring". 【Guide Copy below the title】 "土俵にホットプレートを置いて焼肉を楽しもう" ➤ "Put your electric griddle on top of the Sumo ring and enjoy grill beef at home" 【Copy on the bottom】 "みんなで食べると、おいしいね。#8月29日は焼肉の日" ➤ "Food tastes better when we eat together. #August 29th is Japan's Grill Beef Day"