Delicious Supplement
East Japan Railway Company
Issue 43 | June 2017
Agency
Beacon, Leo Burnett Tokyo
Creative Team
Creative Director: Shunsuke Kakinami Art Director: Jun Oizumi Experience Designer, Copy Writer, Account Planner: Mai Kaneda Producer (Package): Mihoko Suzuki Producer (PR): Sentaro Yoshino Technical Director: Tomonori Oki Producer (Digital): Konosuke Takahashi Designer (Digital): Hisako Konagaya Design Director (Store): Masaomi Minegishi Designer (Store): Akihiro Kuwahara, Yuko Takamichi Executive Creative Director: Jon King
Production Team
Package: Suzuki Shofudo Still: Amana Movie
Other Credits
Client Director: Takami Tateishi Client Supervisor: Yosuke Hidaka Client Supervisor: Maki Nozaki Retail Director: Toru Arakawa Retail Supervisor: Noriaki Mochida Retail Supervisor: Kazuya Watanabe Professor: Katsuhiko Ogawa
Date
July 2016
Background
Stressed and overworked Japanese are ignoring their nutritional needs, increasing the burden on the country’s healthcare system. Japan Railways, the most prominent rail company in Japan with many deli food courts in its stations, wants to become people’s life infrastructures.
Idea
DELICIOUS SUPPLEMENT is an individually tailored, nutritionally complete supplement prescribed by a nutritionist. Using AI diagnosis through the LINE messaging app customers are prescribed the right combination of pick-and-mix style deli capsules. Each capsule helps customers rebalance their nutritional needs with a range of food that can create 2.2 million combinations.
Results
Impressions: 105,282,090 (Less than 2 weeks)
Sales vs year ago: 122.5%
This new service was covered by plenty of media
To save modern day culture’s unbalanced nutrition, the service is now being rolled out nationally.