Beijing Dentsu Shanghai launches ‘sonic sweetener’ to help reduce sugar consumption
In China, obesity is social problem. Over consumption of sugar is one of the reasons. Lack of awareness of this problem is a contributing factor. In order to help people reduce their sugar intake and enhance awareness of the over consumption of sugar, Beijing Dentsu Shanghai created ‘Sonic Sweetener’.
Based on the research and support from Dr. Charles Spence at University of Oxford, Beijing Dentsu created a soundtrack that helps focus attention to sweet tastes in food and drinks, and makes it taste sweeter as a result. The concept was tested at XINCAFE, a café and creator’s space in Shanghai. XINCAFE have always paid attention to the diet habits of younger generations in China, and also support innovative technologies.
Credits –
Executive Creative Director: Kazuki Tsuburaku
Creative Director: Takamori Kadoi
Art Director: Atsushi Fujimaki (IMGSRC)
Copywriters: Takamori Kadoi, Si Tan
Planner: Takamori Kadoi
Sound Production: Lader Production
Sound Designer: Chester Beatty
Producer: Ryo Harada
Technical Advisor: Qian Wang (University of Oxford)
Product & Web: IMGSRC Shanghai
Product Designers: Yuki Zetsu, Kazuya Otsuka
Producer: Shinji Takahashi, Ryuta Ohara
Technologist: YAGUCHI ELECTRIC CORPORATION, DAI TAKAHASHI (IMGSRC)
Technical Advisor: Qian Wang (University of Oxford)
Film Producer/Director: Taiki Soma (DNA CHINA)
Cinematographer: SIE RUIMING
Gaffer: SUN YATAO
Executive Producers: Taiki Soma & Chow Xin Yi
2 Comments
So this agency has Beijing and Shanghai in it’s name? Make up your mind already.
I can barely recall the days when we did actually advertising.