SATOSHI UMEDA

Due to the decrease in farming society and the aging population, finding successor of farms have been a social problem. Kiryu city of Gunma prefecture, a major producer of rice, also suffered this problem. To solve this problem, Dentsu, local NPO Kids Valley and the local farmer has come up with a solution; The "Job offer rice" Atotorimusuko. <br>Atotorimusuko is a product which is composed of rice itself and farming experience. After eating the rice, people who wish to be a successor can take part in planting and reaping.<br>To express the concept of this product, package of the rice was designed to look like a job advertisement. On its first year after the launch, 10 people who ate the rice applied for the farming experience as successor candidates.

Whether you like it or not, bottled mineral water becomes a part of the interior. But bottle designs in Japan lack this point of view. Their designs are noisy and unsophisticated.This cannot be helped, because bottles have the role as advertisement. They have to stand out in the store for the shoppers to choose them.We created a mineral water with no advertisement on the bottle, so that the bottle harmonizes with the interior.We limited the sales channel to Amazon, so that the bottle did not need to have the role as advertisement like other mineral water in the store.<br>By appealing the bottle's design, we gained new customers. The design made mineral water a cool item to display in the room, and this product was taken up and shared by many media and SNS. A product with no advertisement, in fact was what consumers desired.

Canned coffee's market would dwindle to fractions. It's necessary for company to inject a good idea to breakthrough the situations. We note the behavior that watches the smartphone held in the opposite hand of a man drinking canned coffee. And we decided to create a new magazine for smartphone named "GERGIA WEEKLY". GEORGIA WEEKLY introduced a mobile magazine to enrich work breaks with the theme "reading while drinking." In fact, more than half of men in their 30s, 40s and 50s select the smartphone instead of traditional cell-phone. The contents are updated daily. The magazine consists of micro contents that can be read in a short time. Users are able to read authentic workplace stories or comics about working men and other valuable information for free. Today, GEORGIA WEEKLY continues to contribute to GEORGIA's branding from the medium closest to Japanese working men.

Ever since the Tohoku earthquake, the entire northern Japan suffered a drastic decline in tourism that devastated the local economy. Hoping to regain its popularity, we decided to put together the local summer festivals from all six Tohoku prefectures (Aomori Nebuta, Akita Kanto, Morioka Sansa Odori, Yamagata Hanagasa, Sendai Tanabata, and Fukushima Waraji) and re-integrated them into one big event called Tohoku Rokkon Festival. Paying tribute to the united spirit momentum created by the strong team play within various cities of Tohoku area, city of Sendai was able to host this first of its kind festival successfully in July 2011, being only within four months since the earthquake. Followed by Morioka 2012, Fukushima 2013 and Yamagata 2014, 1,110,000 people in total visited this festival. The festival played significant role in bringing back visitors to the original festival as well.