Eatree Plates

Agency: LIFULL


Japan is a deeply-forested nation with about two-thirds of its land covered with trees. 40% of Japanese forests are artificially planted for industrial purposes and the business requires a process called “thinning”. However, the fall in market price driven by inexpensive imported wood as well as the declining number of forestry workers are limiting the thinning capacity, which is now gravely destroying the forest environment. Moreover, this issue has not attracted enough attention as it should for its importance. LIFULL, the leader of real estate information service in Japan, stepped up to address this wood-thinning challenge to create a better environment for the forestry industry and for the Earth.
A sustainable full-course dinner of EATREE PLATES made of thinned wood ingredient. Invention of a new way to use wood material through one of the most familiar experiences for people – eating.
We developed a full-course dinner course:
1. Worked with a forestry company to dry and grind the wood material and transformed it into a food ingredient.
2. Developed a full-course recipe with a Michelin-starred chef.
3. Launched a pop-up restaurant in the middle of a thinned-wood forest.
The news was covered widely by national and overseas media. The special full-course dinner is now offered at LIFULL Table, a restaurant located in Tokyo which has become so popular with booking filled for a month ahead. The restaurant offers opportunities for more people to learn and think about this wood-thinning problem.

This professional campaign titled 'Eatree Plates' was published in Japan in October, 2018. It was created for the brand: LIFULL, by ad agency: LIFULL. This Experiential medium campaign is related to the Agency Self-Promo industry and contains 1 media asset. It was submitted about 5 years ago.


Advertising Agency: LIFULL, Tokyo, Japan
Chief Creative Officer / Creative Director: Kohei Kawasaki
Copywriter: Mai Kaneda
Art Director: Takahiro Miyake
Project Manager: Yongbom Seo
Chef: Koji Tamura
PR Director: Yosuke Takano
Designer: Yoko Mori, Ai Ogura, Yugo Izumida
Creative Producer: Hisaya Kato
Event Production: Shuhei Nitta, ATAMI Kicollys
Wood Powder Productyon: Taruwakien
Film Producer: Kyouichi Shibukawa
Film Production Manager: Ayano Yamanaka


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