PROJECTS

COMPETITIONSProject vol.1 | 10,000 creators meet PASS THE BATON

2013/09/20Update

Winning proposals for bringing new value to “ohajiki” have been selected – 1 entry to be commercialized and 2 entries selected for special award

The first “10,000 Creators meets PASS THE BATON” project accepted designs/ideas for a new gift made from combining dead stock tins from the well-known okaki (Japanese rice cracker) store Akasaka Kakiyama with okaki “ohajiki” (i.e., cracked/broken okaki).

72 ambitious designs/ideas were received, all dealing with this difficult task which required an approach that incorporated the two elements – packaging and the ohajiki. We are pleased to announce the work selected through our judging process, as well as 2 additional works which will not be commercialized, but which were presented with a special award from Akasaka Kakiyama.

>>See summary of public solicitation for entries

People who selected the design

Ryosuke Uehara (Kigi)

Ryosuke Uehara(Kigi)Creative director, Art Director

Yoshie Watanabe (Kigi)

Yoshie Watanabe (Kigi)Creative director, Art Director

Masamichi Toyama

Masamichi ToyamaSmiles Inc., Representative Director

Chiaki Hayashi

Chiaki HayashiLoftwork Inc., Representative Director

 


Selected work

zuca “sumou okaki”

sumou

Concept

I was thinking that in comparison to Akasaka Kakiyama’s high-class okaki, which are individually wrapped and have a fancy image, the non-standard ohajiki are more casual and suited for sharing with family or friends. I thought that the enjoyment of this product (ohajiki and dead stock tins) should not simply consist of eating the ohajiki, but that it would be nice if it could bring people together to have fun, so I came up with this “ton-ton sumo” (paper sumo game) package design that people could enjoy together after eating. Since sumo are popular abroad, I also thought that visitors from other countries may be happy to take this design home as presents.

Comments


This package which can be played with added new value by being able to encourage communication by bringing people together and allowing games and play. (Ms. Hayashi, Loftwork)

The movement of the sumo, which utilizes the tin, was very interesting and attention-grabbing. (Ms. Watanabe, Kigi)

I feel that aspects such as the story setting and graphic expression require refinement. I would like to exchange opinions with the selected creator and work together on developing this into something that fits with PASS THE BATON. (Mr. Toyama, Smiles)

It looks like we’ll need to work on store displays and design so that the feature of being able to play with the package is apparent at a glance. (Mr. Uehara, Kigi)

 


Akasaka Kakiyama award

Akasaka Kakiyama’s representative director Hiroyasu Kawao, who presented the current theme, has selected 2 works, which express the spirit of Akasaka Kakiyama in a new way, as recipients of special awards.
They will each receive an assortment of Akasaka Kakiyama okaki as a prize.


Megumi Akasaka“KAKIYAMA Break”

Concept

I imagined “Kakiyama” becoming popular overseas and thought that it would be a convenient snack if combined with coffee, which is enjoyed around the world. I thought that since Mr. Kakiyama’s okaki comes in a large number of varieties, anyone could enjoy the change in taste when consumed while drinking coffee. I named it by fitting together the 2 meanings of the word “break”: “rest” and “to break” (like ohajiki). I wanted to convey my wish that the phrase “KAKIYAMA Break!!” would become recognized as a signal for taking a break.

Comments from Mr. Kawai, Akasaka Kakiyama

The proposal of “coffee and okaki” as a new way to enjoy our products was interesting. Also, the use of the word “break”, with its dual meaning of “taking a break” and the verb “to break” which brings to mind ohajiki (broken okaki) was a perfect fit.

 

CLAP“Bridge building”

hashiwatashi

Concept

Bridge building.
Trust your thoughts to bamboo leaf boats, gently presenting them. Start a conversation around okaki, building bridges between people. Prepare bamboo leaf boats using the included Japanese paper and welcome your guests by filling them with ohajiki.

Comments from Mr. Kawai, Akasaka Kakiyama

Up until now there have not been many snacks that came in a set with containers. When I imagined making these containers and presenting ohajiki with them, I thought it was a very beautiful idea.

 

General comments from the judges and report on the judging process

330-01The judging process was captured and summarized in the form of a photo report. The general comments from each judge about vol. 1 of the project are presented here.

>>Read details

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