XIN CAFE: Sonic Sweetener

January 19, 2017Filed under Promo and Food
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Overconsumption of sugar causes many health risks and it is becoming a global issue. In China, the problem of obesity is becoming serious social issue. Lack of awareness on sugar intake is considered as one of the reasons. In order to help people reduce consumption of sugar, we created "Sonic Sweetener." Based on the research by Dr. Charles Spence at University of Oxford, and help of a researcher at University of Oxford, we composed the original sound track "Sonic Sweetener" for XINCAFE in Shanghai. (Forward thinking, very innovative cafe / creator's space. They support people innovate cutting edge technology) We also created cup-shaped device "Sonic Sweetener Cup," which allows you to listen to the sound while drinking. (sensor triggers sound and light to help people focus their attention on sweet taste) *Prototype, not for sale In Dec. 2016, We had experiential session at XINCAFE in Shanghai.

Advertising Agency:Dentsu, Beijing, China
Executive Creative Director:Kazuki Tsuburaku
Creative Director:Takamori Kadoi
Art Director:Atsushi Fujimaki
Copywriter:Takamori Kadoi, Si Tan
Planner:Takamori Kadoi
Sound Production:LADER PRODUCTION
Sound Designer:Chester Beatty
Producer:Ryo Harada, Shinji Takahashi, Ryuta Ohara
Technical Advisor:Qian Wang, Qian Wang
Product & Web:IMGSRC SHANGHAI
Product Designer:Yuki Zetsu, Kazuya Otsuka
Technologist:YAGUCHI ELECTRIC CORPORATION, Dai Takahashi
Film Producer:Taiki Soma
Director:Taiki Soma
Cinematographer:SIE RUIMING
Gaffer:SUN YATAO
Executive Producer:Taiki Soma, Chow Xin Yi
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