28: THE CREATIVE EFFECTIVENESS AWARD (THE CREATIVE EFFECTIVENESS AWARD)
ECOLATE - LIFULL
|Title of Entry:
|CCO / Creative Director / Planner : Kohei Kawasaki
Art Director : Takahiro Miyake
Creative Producer : Misa Abe
Chef pâtissier : Hideki Eto
Director Pâtissier : Masaharu Kozuma
Supplier of Cocoa Tree Materials : Akira Fukumura
Production of Cocoa Tree Materials : Rusmadi Mahmud
Producer (Product) : Toru Kayama
Designer (Key Visual / Product) : Ai Suzuki
Designer (Website / Product) : Kazuyo Yamada
Designer (Logo / Package) : Mikiko Goto
Project Manager : Haruki Yamazaki
Project Manager : Makoto Kitagawa
Project Manager : Yongbom Seo
3D Modeling / Production of Molds : Masaharu Ono
Production of Molds : Mitsuhira Nakamura
Copy Writer : Sayaka Horii
Producer (Graphic / Movie) : Hisaya Kato
Producer (Graphic / Movie) : Takashi Aoki
Producer (Graphic / Movie) : Yuki Uwabo
Production Manager : Natsumi Yagida
Production Manager : Mirai Shiotani
Production Manager : Fugetsu Narisawa
Photographer : Naoto Ishimaru
Director Pâtissier : Junpei Masuda
Movie Cameraman : Yusuke Sugimoto
Movie Cameraman : Gugum Gumilar
Photographer : Teddy Yunantha
Assistant : Sarah Salma Bororing
Producer : Ica
PR : Yoshiko Toyama
PR : Maki Aoki
PR : Rieko Ando
Frontend Engineer : Satoshi Ueno
|While the global market of chocolate grew significantly in recent years, cacao prices have constantly declined, maintaining its lowest price and triggering numerous social problems as consequences of low-priced cacao supplied at large volume, the most critical one being the poverty of cacao farmers.
LIFULL, a leading company of social enterprises, invented a novel solution. Instead of using common ingredients such as cacao mass and cocoa butter, leveraged the unused parts of cacao, created a new chocolate named ECOLATE, and with cacao producers, researchers and chefs co-developed a sustainable ecosystem to support production and online sales.
“ECOLATE” was introduced to the market in April 2021. The new chocolate has sold out many times online and constant sales have provided financial help to the farms.
The project has been covered in various media both at home and abroad, contributing to raising social awareness of the poverty of cacao farmers. It is notable that the types of media featuring the news is not limited to those specialized in environmental assistance but ranges across culturally oriented publishers including VOGUE.
The project opened up an opportunity for approximately 141 cacao trees to be consumed as food every year, which is equivalent to conserving the natural environment of over 1,400m2.
We created a completely new culture of eating wasted cacao by giving it a new value.
The newness of the idea is how we built a sustainable framework to enable participation in solving challenges surrounding cacao production through a very simple practice of “eating” which is a basic action in everyday life.
LIFULL will continuously address the poverty of the farmers and even the problem beyond, which is a Chocolate Crisis, by supporting the ecosystem and circulation of the community through the following activities:
Alliance with cacao farms inside and outside of Indonesia to extend use cases of waste-cacao ingredient
Product development with major chocolate companies
Food events with recommendations of pairing waste-cacao dishes with drinks
Cooking classes to teach how to make waste-cacao recipes