| Title | Sonic Sweetener |
| Agency | Beijing Dentsu |
| Campaign | XINCAFE: Sonic Sweetener |
| Advertiser | XINCAFE |
| Brand | XINCAFE |
| Posted | January 2017 |
| Business Sector | Restaurants & Fast Food |
| Story | 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. |
| Philosophy | We created Sonic Sweetener, the sound help focus your attention to sweet taste in food / drink, and it tastes sweeter as a result, to help people reduce their sugar intake. Also, with this unique approach to the problem, we wanted to raise awareness on this issue. This project is to show the possibility to solve this problem in the future, and to start global discussion. |
| Problem | Over Consumption of sugar causes many health risks. In recent years, it is becoming a global problem. US, UK and other countries has started Sugar Tax (Soda Tax). In China, with rapid economic growth, obesity is becoming serious social issue. People's diet has changed (westernized), and lack of awareness on sugar intake is considered as a part of reasons. |
| Media Type | Case Study |
| Length | |
| More Information | http://xincafe.cn/sonicsweetener/en/ |
| Executive Creative Director | Kazuki Tsuburaku |
| Creative Director | Takamori Kadoi |
| Art Director | Atsushi Fujimaki (IMGSRC) |
| Copywriter | Takamori Kadoi |
| Copywriter | Si Tan |
| Strategic Planner | Takamori Kadoi |
| Product Design | Yuki Zetsu |
| Product Design | Kazuya Otsuka |
| Producer | Shinji Takahashi (IMGSRC) |
| Producer | Ryuta Ohara (IMGSRC) |
| Creative technologist | YAGUCHI ELECTRIC CORPORATION |
| Creative technologist | Dai Takahashi (IMGSRC) |
| technology advisor | Qian Wang |
| Film Director | Taiki Soma (DNA China) |
| Cinematography | SIE RUIMING |
| Gaffer | SUN YATAO |
| Executive Producer | Taiki Soma |
| Executive Producer | Chow Xin Yi |