29: THE CREATIVE BUSINESS AWARD (OVER 50 EMPLOYEES)
JPG
JPG
JPG
MP4
2m:00s
ECOLATE - LIFULL
ECOLATE
Bronze
| Title of Entry: | ECOLATE |
|---|---|
| Brand: | LIFULL |
| Product/Service: | ECOLATE |
| Client: | LIFULL |
| Entrant Company: | LIFULL |
| Creative Team: | 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 |
| Submission Text: | 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 |
