Spikes Asia

HANDMADE HOMETOWN

1-10HOLDINGS, Kyoto / SEIYU GK / 2016

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Overview

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Credits

Overview

Background

The supermarket SEIYU vigorously promotes its EDLP Program, championing sales of “Every Day Low Price” products.

As a brand committed to supporting today’s busy housewives, SEIYU has accentuated the precious yet often underrated value of their devoted contributions.

Description

This film poses the question of whether, today, after the passage of so many years, grownups can still recognize the bento lunches made by parents back in their schooldays.

For the setting, we arranged a selection of box lunches crafted in the respective hometowns of young adults working in Tokyo, by their own parents .

Participants were asked to search out the specific bento, which they had not eaten for over a decade or more, based on memories of the appearance, aroma and taste of those lunches.

As it turned out, all correctly identified those past box lunches.

The results indicate that for the Japanese,

many of whom lose their native homes in natural disasters as a,

images of handmade meals, so prepared by parents day after day,

live on in their hearts as memories of “yet another hometown.”

Execution

For the setting, we arranged a selection of box lunches crafted in the respective hometowns of young adults working in Tokyo, by their own parents .

Participants were asked to search out the specific bento, which they had not eaten for over a decade or more, based on memories of the appearance, aroma and taste of those lunches.

As it turned out, all correctly identified those past box lunches.

The results indicate that for the Japanese,

many of whom lose their native homes in natural disasters as a,

images of handmade meals, so prepared by parents day after day,

live on in their hearts as memories of “yet another hometown.”

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