{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF MOBILE & DEVICES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"VOICE OF FOOD","is_link":false},{"keyword":"BRAND","content":"AJINOMOTO CO., INC.","is_link":false},{"keyword":"ADVERTISER","content":"AJINOMOTO CO., INC.","is_link":false},{"keyword":"AGENCY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"ADVISOR","content":"RYOHEI MANABE","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TAKATO AKIYAMA","is_link":false},{"keyword":"ART DIRECTOR","content":"SAKURA HOTTA","is_link":false},{"keyword":"COPYWRITER","content":"KIMIE OSAWA\/KEI NAGASHIMA\/NAMIE OSAKI","is_link":false},{"keyword":"AGENCY PRODUCER","content":"YUKINARI NISHIMAKI\/TOMOYO IZUMI\/ASATO ONOSE\/TAKAHIRO SHIMODA","is_link":false},{"keyword":"DESIGNER","content":"YASUTO TAKEKAWA\/DAIKI TOMITA\/SHINTARO HIGUCHI\/YUTA KUDO\/SHUNYA TAKANO\/KATSUHIRO UTO\/TOMOKI ARAKAWA ","is_link":false},{"keyword":"PR AGENCY","content":"MATERIAL INC., TOKYO","is_link":false},{"keyword":"PR DIRECTOR","content":"SAKI IWAMOTO","is_link":false},{"keyword":"PR PLANNER","content":" CHIHIRO WATANABE\/RYOKA MARUI\/HIROTO KAZAMA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"KOME INC., TOKYO\/TYO INC. MONSTER, TOKYO","is_link":false},{"keyword":"DIRECTOR","content":" SHINGO MOODY SASAKI","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"TOMU TOMINAGA\/YASUTO TAKEKAWA\/DAIKI TOMITA\/SHINTARO HIGUCHI\/YUTA KUDO\/SHUNYA TAKANO","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"HIKARU SHIIKI\/YUSUKE YAMANAKA","is_link":false},{"keyword":"FILM PRODUCER","content":"MASAO OMOKAWA\/RIHO OTAKE","is_link":false},{"keyword":"WEB DESIGNER","content":"MASANORI MIYAMOTO ","is_link":false},{"keyword":"DEVELOPER","content":"TADASHI KOIWAHARA","is_link":false},{"keyword":"TECHNICAL DIRECTOR, DEVELOPER","content":"YOU TANAKA","is_link":false},{"keyword":"LIGHTING","content":"FUYUKI ISHIKAWA","is_link":false},{"keyword":"GRADING","content":"GINTA NAKAMURA","is_link":false},{"keyword":"PROJECT MANAGER","content":"SHUN SHINOHARA","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"IE3, TOKYO","is_link":false},{"keyword":"EDITOR","content":"TETSU YONEKURA  ","is_link":false},{"keyword":"MOTION GRAPHIC","content":"YUJI GONDAIRA","is_link":false},{"keyword":"TECHNICAL DEVELOPER","content":"YOU TANAKA","is_link":false},{"keyword":"DEVELOPER","content":"TADASHI KOIWAHARA","is_link":false},{"keyword":"MIXER","content":"RIKU YOKOI","is_link":false},{"keyword":"ART DIRECTOR, DESIGNER","content":"MASANORI MIYAMOTO","is_link":false},{"keyword":"POST EXECUTIVE PRODUCER","content":"MASUNOBU WATANABE","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"DADAB, TOKYO\/DAINICHI. CO., LTD., TOKYO","is_link":false},{"keyword":"SOUND ENGINEER","content":"TAKASHI HARA","is_link":false},{"keyword":"SOUND EFFECTS","content":"TAKAHIRO SUZUKI","is_link":false},{"keyword":"MIXER","content":"RURIKO FUJITA","is_link":false},{"keyword":"SOUND PRODUCER","content":"YOSHIKI TORIUMI","is_link":false},{"keyword":"NARRATOR","content":"MIYU HOASHI","is_link":false},{"keyword":"PRINT PRODUCTION COMPANY","content":"WOO INC., TOKYO\/WOIL INC., TOKYO\/CONTRAST, TOKYO\/KOUGASHITSU, TOKYO\/NISSHO PLUS ONE, TOKYO","is_link":false},{"keyword":"PHOTOGRAPHER","content":"MASAKI KAWAMURA","is_link":false},{"keyword":"RETOUCHER","content":"RUMI ANDO","is_link":false},{"keyword":"DESIGNER","content":"UTO KATSUHIRO\/TOMOKI ARAKAWA","is_link":false},{"keyword":"PRINT PRODUCER","content":"DAICHI HAMAGUCHI","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"MAIKO","is_link":false},{"keyword":"PRINT","content":"NOBUYUKI INAMOCHI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Most recipes rely on visual cues—images, phrases like \"golden brown.\" For visually impaired people, this makes cooking difficult and dependent on others.\r<br>Our insight came from Miki, a woman who is totally blind and cooks daily by listening. She taught us that food already speaks through sound. Sizzling oil. Bubbling soup. Subtle shifts in rhythm and pitch that signal timing and doneness.\r<br>This led us to question the medium itself. Recipes had always been visual by default. We decided to change that.\r<br>Working with Miki, we created the world's first sound-based recipe system. We didn't adapt Ajinomoto's recipes for accessibility—we rewrote them entirely from a sound-first perspective. Visual instructions were replaced. Timing, heat, and doneness became precise audio guidance. The recipe itself became an audio-first medium that allows anyone to cook independently using sound alone.\r<br>The media strategy was built on audio. Recipes launched across radio and audio platforms, letting listeners experience cooking without images—exactly as Miki does. This was supported by an accessible digital platform optimized for screen readers, and hands-on workshops at schools for the visually impaired, where Miki taught students to \"listen to food.\"\r<br>The results proved the approach worked. 23,600 people accessed the platform, with engagement improving 120% compared to Ajinomoto's standard recipes. Visually impaired users gained independence in cooking. Sighted audiences discovered a fundamentally new way to experience recipes.\r<br>The campaign didn't adapt recipes for accessibility. It rewrote the medium itself, through sound—and proved that designing for accessibility creates better experiences for everyone.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The creative idea began with a simple realization: food has its own voice.\r<br>\r<br>Cooking has long been taught through sight—images, videos, and visual phrases like “golden brown.” But before recipes were written, people cooked by listening. The pitch of sizzling oil, the rhythm of boiling water, the moment a sound softens or sharpens—these are not background noise. They are food communicating.\r<br>\r<br>This idea reframed sound as the primary language of cooking. Instead of treating audio as a supplement to visual instructions, sight was removed entirely. Recipes were rebuilt so that timing, heat, and doneness could be understood through sound alone.\r<br>\r<br>The concept was shaped through co-creation with a person who is totally blind, for whom listening is not an alternative method but true expertise. Her everyday practice revealed that sound is not a substitute for vision—it is often more precise.\r<br>\r<br>By listening to food rather than looking at it, cooking became more intuitive, inclusive, and human.\r<br>The idea wasn’t to add sound. It was to let food speak.","is_link":false},{"keyword":"STRATEGY","content":"The media strategy began by redefining media itself. The recipe was treated as media, and the campaign started by challenging its visual-first standard.\r<br>\r<br>By rebuilding recipe websites around sound, the recipe became an audio-first medium—one that could be experienced without images or sight. This shift directly served the primary target: people who are visually impaired, many of whom rely on audio as their main source of information.\r<br>\r<br>Radio was the most natural channel to introduce this new standard. Hearing cooking instructions without visuals allowed listeners to experience the idea exactly as intended. Cinema advertising extended the experience to sighted audiences by minimizing visuals and emphasizing immersive sound, encouraging them to momentarily rely on hearing alone.\r<br>\r<br>Web advertising enabled scale through audio-led content and an accessible website optimized for screen readers. The campaign also ran in newspapers for people with visual impairments, delivering the recipes through familiar and trusted formats.\r<br>\r<br>By aligning message, medium, and audience, the campaign didn’t just use media—it reset its standard.","is_link":false},{"keyword":"EXECUTION","content":"The campaign began by redefining the recipe itself as an audio-first medium—establishing the innovation before any advertising launched.\r<br>\r<br>Phase 1: Industry Introduction & Experiential Demonstration\r<br>Miki hosted a presentation for cooking and recipe media, demonstrating how to use the platform and cook using sound alone. This hands-on introduction positioned the approach as a fundamental innovation in recipe design, securing coverage across 10 major food media outlets and legitimizing the method industry-wide.\r<br>Radio launched simultaneously, featuring sound-only recipe excerpts that let listeners cook by hearing alone. This proved the concept through the medium itself, making the idea immediately tangible.\r<br>\r<br>Phase 2: Hands-On Validation\r<br>Workshops at schools for the visually impaired brought the recipes to students. Miki taught them to \"listen to food,\" creating real behavioral change and generating authentic stories that fueled further coverage.\r<br>\r<br>Phase 3: Digital Access & Direct Reach\r<br>Web advertising drove traffic to the accessible platform, optimized for screen readers—converting awareness into sustained use.\r<br>Newspapers with Braille ensured direct reach to the visually impaired community through trusted, tactile formats.","is_link":false},{"keyword":"RESULT","content":"The sound-based recipe platform reached 23,604 users, with 120% higher engagement compared to Ajinomoto's standard recipe websites—proving the audio-first approach didn't just serve accessibility, it created a superior experience.\r<br>\r<br>Behavioral change was evident beyond digital metrics. One high school for the visually impaired established a cooking club inspired by the project, creating lasting impact in how students approach independence and life skills. This demonstrated the campaign's ability to shift cultural attitudes around accessibility and capability.\r<br>\r<br>Media and public response exceeded expectations. The campaign generated 160+ million earned media impressions and was featured by 10 major cooking and recipe media outlets, amplifying the message far beyond the initial audience. Social media delivered 4.9 million impressions, sparking widespread conversation about inclusive design.\r<br>\r<br>Brand impact was overwhelmingly positive, with 99% positive brand sentiment—showing that Ajinomoto was recognized not just for product innovation, but for genuine social contribution.","is_link":false},{"keyword":"URL","content":"https:\/\/www.ajinomoto.co.jp\/event\/otodemirurecipe\/","is_link":true},{"keyword":"USERNAME","content":"otodemirurecipe","is_link":false},{"keyword":"PASSWORD","content":"1234.0","is_link":false}],"files2":[{"name":"ME15_004.mp4","type":"mp4"},{"name":"ME15_004_DI01L.jpg","type":"jpg"}],"count":2}