Outdoor > Ambient
RICE-CODE
HAKUHODO, Tokyo / INAKADATE VILLAGE / 2014
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AmbientExecutionDescription
A small village in northeast Japan famous for rice, Inakadate, was
struggling with aging and declining population along with drop in rice sales. To save the village, we created huge art pictures in rice fields. We then developed a new technology called "rice-code," which let visitors scan the rice art with their phones like a QR code and purchase the rice. "rice-code" transformed a scene into a brand new selling place. The project successfully attracted 251,320 visitors, about 30 times the population of the village and sales jumped dramatically. Ground, the men’s most primitive outdoor media, became the newest.
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