{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"DIRECT LOTUS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"SHISEIDO CREATIVE, TOKYO","is_link":false},{"keyword":"TITLE","content":"BEST AFTER 2055","is_link":false},{"keyword":"BRAND","content":"OGI-MISO","is_link":false},{"keyword":"ADVERTISER","content":"TAKAMATSU CITY","is_link":false},{"keyword":"AGENCY","content":"SHISEIDO CREATIVE, TOKYO","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SO GEORGE SUGITOMO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"YUKINO MIYAZAWA","is_link":false},{"keyword":"PRODUCT ART DIRECTOR","content":"TAKUHO SASAKI\/MINHU PARK","is_link":false},{"keyword":"ART DIRECTOR","content":"TAKAKI IKEDA","is_link":false},{"keyword":"COPYWRITER","content":"YUKINO MIYAZAWA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"REY NAKAYAMA","is_link":false},{"keyword":"OGI ISLANDER","content":"YAMATO FUKUI\/KAORI ISHIBE","is_link":false},{"keyword":"TAKAMATSU CITY","content":"SIHO IZUMI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"BB MEDIA INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"ATSUYA SAKATA","is_link":false},{"keyword":"PRODUCER","content":"TOSHINORI AIHARA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"MARIKO NAKAGAWA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"“BEST AFTER 2055” is a cultural preservation project from Ogi Island in Japan’s aging Setouchi region. As the island’s population shrinks and its traditional barley miso, a fermented soybean and grain paste that is fundamental to everyday Japanese cooking, faces extinction, the project reframes emergency canned food as a time capsule of endangered food culture. Instead of a “Best Before” date, the can is engraved “BEST AFTER 2055,” the estimated year Ogi-Miso could disappear if nothing changes, transforming it into a warning, promise, and call to action. Launched with local residents and Takamatsu City during the Setouchi Art Triennale, the project combines workshops, storytelling, and media outreach to spark intergenerational dialogue. Surveys show a 3.6-fold increase in Ogi-Miso recognition, strong intention to help preserve it, and wider reflection on protecting one’s own hometown culture, turning a humble everyday food into a visible, shareable symbol of cultural inheritance.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Our insight was that in Japan, people are very familiar with “Best Before” dates and emergency canned food, \r\nbut almost never think about an “expiry date” for culture itself. If we could give Ogi-Miso—an everyday local miso on\r\nthe brink of extinction—the same kind of clear deadline as food packaging, we could turn quiet loss into a felt, urgent issue.\r\n<br>“BEST AFTER 2055” is a one-of-a-kind canned version of Ogi Island’s traditional barley miso, conceived as both long-life food and a physical time capsule of culture. Canning is usually linked to “Best Before” dates, indicating when food should be eaten. We deliberately flipped this logic, marking the year when Ogi-Miso itself may disappear if nothing changes, turning the date into a symbolic border between preservation and loss. By sealing Ogi-Miso in a can,\r\nwe use food preservation not only to keep flavour, but to safeguard a vanishing cultural practice. The engraved year becomes a warning, a promise, and a call to action, inviting people to protect Ogi-Miso before 2055 arrives.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Our strategy was to turn an almost invisible local food into a powerful cultural symbol without treating it like \r\na commercial product.\r\n<br>\r\n<br>Starting from the insight that people carefully monitor “Best Before” dates but rarely notice the “expiry date” \r\nof culture, we chose to speak about Ogi-Miso in the same visual and verbal language as food packaging and disaster stockpiles. The key move was to flip “Best Before” into “BEST AFTER 2055”—the year Ogi-Miso may disappear if nothing changes—and place this date on a real can of miso.\r\n<br>\r\n<br>This can became a single, iconic asset: product, metaphor and conversation starter in one. It made the threat \r\nof extinction concrete and time-bound, anchored workshops, school programs, events and media stories around \r\na tangible object, and created a recognizable “brand” that still felt humble and rooted in Ogi Island.\r\n<br>\r\n<br>Given limited production and budget, we prioritized depth over reach: co-creation with residents and Takamatsu City, launch during the Setouchi Triennale, and amplification through earned media and social storytelling rather than paid advertising. The strategy matched the objective by building awareness, emotional attachment and participation, inviting people to see Ogi-Miso—and their own hometown cultures—as something they personally help to preserve.","is_link":false},{"keyword":"EXECUTION","content":"The concept was brought to life through a real, limited can of “BEST AFTER 2055” Ogi-Miso, used as a physical time capsule to anchor every touchpoint. We began with research and co-creation with Ogi residents and Takamatsu City, then launched during the Setouchi Art Triennale to reach both islanders and culturally engaged visitors. \r\nOn Ogi Island, we activated the idea through miso-making gatherings, programs, and small exhibitions encouraging especially younger migrants to relearn and pass on the recipe. For wider reach, we relied on earned and low-cost channels—local TV Setouchi features, press coverage, and social media storytelling around the 2055 message—focusing on behavior change rather than mass sales, and adapting formats to elderly participants and community feedback.\r\n<br>From April to November 2025, the project was exhibited as part of the Setouchi Triennale, where 56,620 visitors came to Ogi Island and encountered the can in its original landscape. On 16 November 2025, a workshop with Takamatsu City’s Environmental Affairs Division gathered several dozen residents, migrants, and visitors to learn the story of \r\nOgi-Miso, engage with the can, and deepen their understanding of traditional food culture.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The campaign set out to (1) raise awareness of Ogi-Miso, (2) reframe it from “everyday food” to intangible cultural heritage, and (3) spark real participation in its preservation.\r\n<br>Post-campaign surveys show a clear lift in awareness: recognition of Ogi-Miso rose to 3.6× its pre-project level, remarkable for something that previously had almost no presence beyond the island. Attitudes also shifted: 83.7% \r\nof respondents now intend to help preserve Ogi-Miso, and 88.7% say the project made them want to protect and pass on the traditional culture of their own birthplace, proving the idea travelled beyond a single food.\r\n<br>Engagement also grew. In 2025, organic social conversation reached 577% of the pre-2024 average. Two TV Setouchi programs featured the project with no media budget, and during the Setouchi Art Triennale 56,620 visitors came to Ogi Island and encountered the can, with many joining miso-making workshops.\r\n<br>Most importantly, many residents—including younger migrants—began relearning how to make Ogi-Miso together, turning production into an annual act of collective inheritance.\r\n<br>","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"In 2023, people aged 65+ made up 29.1% of Japan’s population, and by 2070 this is projected to reach 39%. At the same time, the production value of traditional crafts has fallen by 67%, and 70% of designated masters of Important Intangible Cultural Properties are now over 60. The people who carry Japan’s skills and stories are aging far faster than they can pass them on.\r\n<br>Within this fragile context, Ogi-Miso, with over 1,000 years of history, is not simply a local food but a living form of intangible cultural heritage that urgently needs a new way to survive. Miso itself is the quiet backbone of Japanese home cooking, and this barley-based miso embodies Ogi Island’s dry climate, water scarcity and preservation wisdom. Our work also taps into another deeply Japanese reference: disaster\/earthquake stockpiles and familiar “Best Before” dates printed on canned food. By turning Ogi-Miso into a real can marked “BEST AFTER 2055,” we give culture a visible, time-stamped “expiry,” making the slow, invisible erosion of rural food traditions immediate, emotional and personally relatable for a contemporary Japanese audience.\r\n<br>","is_link":false}],"files2":[{"name":"LRDM_006.mp4","type":"mp4"},{"name":"LRDM_006_DI01L.jpg","type":"jpg"}],"count":2}