{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"POINT OF SALE: SMALL SCALE","is_link":false},{"keyword":"ENTRANT COMPANY","content":"THE BREAKTHROUGH COMPANY GO, TOKYO","is_link":false},{"keyword":"TITLE","content":"SAVE ME","is_link":false},{"keyword":"BRAND","content":"FAMILYMART","is_link":false},{"keyword":"ADVERTISER","content":"FAMILYMART","is_link":false},{"keyword":"AGENCY","content":"THE BREAKTHROUGH COMPANY GO, TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"NAOHIRO TOGAWA","is_link":false},{"keyword":"PRODUCTION PRODUCER","content":"YUKI OSHIMA","is_link":false},{"keyword":"DESIGNER","content":"MEGUMI SHIRAI","is_link":false},{"keyword":"COORDINATOR","content":"KYOKO HORI","is_link":false},{"keyword":"BUSINESS PRODUCER","content":"YUKIKO TAKAMURA","is_link":false},{"keyword":"PLANNER","content":"YUKI MATSUMOTO","is_link":false},{"keyword":"PR PLANNER","content":"MOE ODAGIRI ","is_link":false},{"keyword":"MEDIA AGENCY","content":"J2 COMPLEX INC., TOKYO","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"In Japan, convenience stores offer ready-to-eat meals throughout the day. But this convenience has a hidden cost: nearly US$30,000 worth of food is wasted per store every year. For FamilyMart, a leading convenience store chain in Japan, food waste was a constant dilemma.\r<br>Awareness wasn’t the issue. Over 90% of Japanese consumers want to reduce food waste. Yet the most common solution—discounts—often fails to convert that intention into action. A DEEP-ROOTED SOCIAL STIGMA gets in the way: buying discounted food can be perceived as a loss of face—like it lowers social image. As a result, discount labels can reinforce avoidance.\r<br>The objective was to change what a discount meant at the final point of purchase. FamilyMart turned to a language rooted in Japanese culture: EMOJI. Since Japan invented them in 1999, emojis have filled the emotional gaps in our communication. We applied that visual power to a point-of-sale sticker, not as a discount, but as a human plea.\r<br>A simple rice ball—Japan’s everyday comfort food—was given a teary-eyed face and a short message: “SAVE ME.” A micro-nudge of just 2cm created empathy at the last moment, shifting motivation from saving money to SAVING FOOD.\r<br>","is_link":false}],"files2":[{"name":"DE14_002.mp4","type":"mp4"},{"name":"DE14_002_DI01L.jpg","type":"jpg"}],"count":2}