Beacon/Leo Burnett Tokyo create a funfair in your mouth to encourage kids to eat vegetables
Ebara, Japan’s leading vegetable pickling base is slipping in popularity and sales with younger generation families. Ebara wanted to engage new mom’s attention to the fact that Ebara’s sauce can make vegetables more delicious.
The Beacon/Leo Burnett Tokyo concept was to go where kids are, amusement parks, and give them a very unique interactive experience with vegetables as the heroes.
Introducing ‘Funfair in your Mouth’ a new attraction inside the amusement park where children can eat vegetables in a way they never experienced before. They invented a virtual reality device that triggers illusions in the brain with ‘bone conduction technology’. When biting into a cucumber or carrot, children can have the experience that fireworks are exploding above them or a dinosaur is roaring behind them or they are on a roller coaster. The brain perceives the conduction, transferred via the teeth and tongue, as a sound signal.
This encouraged kids to put the vegetables they hate inside their mouths. Parents’ feedback was very positive to have their kids enjoying vegetables in a fun way.