Diners who suffer from hypertension (high blood pressure) ate salt-free version of dishes including meatloaf and pork cutlets at popup restaurants in Tokyo on two recent evenings—and actually enjoyed the fare thanks to a fork that fooled their tongues into perceiving saltiness.
JWT collaborated with Kanagawa-based Ishii Clinic, which treats patients who have hypertension, and Hiromi Nakamura, a research fellow at the University of Tokyo’s Dr. Jun Rekimoto Laboratory, as well as a chef and a food stylist, on the project. The agency worked with engineers to build the 'Electro fork', which was based on Nakamura's research into how electrical stimulation effects taste perception.
Said Dr. Takashi Ishii, director of the Ishii Clinic:
Hypertensive patients are told to restrict their daily salt intake to 6 grams, but it is difficult to follow. Many of them simply can’t resist the salty flavor, and if they dine out, just one meal could exceed the daily limit. As a result, many patients rely on medication. If we can change the situation, we could reduce the overall cost of healthcare and save many lives.
The menu featured saltless salad (1), pork cutlet (2), cake (3), fried rice (4) and meatloaf (5).
Ad Nut doesn't consume added salt—preferring to eat nuts naked*. But Ad Nut appreciates that the seasoning is a big health issue for some humans, and whenever technology can help improve health, Ad Nut approves.
* Ad Nut doesn't wear clothes, so technically Ad Nut eats everything naked, but you know what Ad Nut means.
Inventor: Hiromi Nakamura
Doctor: Takashi Ishii
Creative Director / Copywriter / Planner: Kohei Kawasaki (J. Walter Thompson Japan)
Chief Producer / Planner: Tomohiko Nakano (J. Walter Thompson Japan)
Buisiness Director / PR Director: Riki Kawanami (J. Walter Thompson Japan)
Business Director: Yongbom Seo (J. Walter Thompson Japan)
Technical Producer: Toshiyuki Hashimoto (aircord.inc)
Mechanical Design Engineer: Osamu Iwasaki (aircord.inc)
Product Designer: Tomofumi Yoshida
Fabricator / Fabrication Design: Maki Hitomi (aircord.inc)
Technical Operator: Seiya Nakano (aircord.inc)
Photographer / Film Director (Teaser): Yasuyuki Kanazawa (DEMON PICTURES CO.,LTD.)
PR Producer: Wataru Amano (vector Group SIGNAL, Inc.)
Art Director: Toshihiro Sekiguchi (J. Walter Thompson Japan)
Copywriter: Kaoru Yabe (J. Walter Thompson Japan)
Film Producer: Hisaya Kato (AOI Pro. Inc.)
Film Producer: Kazuki Utagawa (AOI Pro. Inc.)
Production manager: Takuya Utsumi (AOI Pro. Inc.)
Film Director: Takehiko Nishizawa (LIGHT THE WAY)
Cinematographer: Misaki Hikosaka (Freelance)
Cooking:Chiho Imanishi (Ishimori studio)
PR Director: Toru Nonaka (vector Group SIGNAL, Inc.)
PR Assistant Director: Yuki Kobayashi (vector Group SIGNAL, Inc.)
Media Promoter: Miki Isogai (vector Group SIGNAL, Inc.)
Media Promoter: Rieko Matsunaga (vector Group SIGNAL, Inc.)
Media Promoter: Junko Morinaga (vector Group SIGNAL, Inc.)
Hair&make (Film / Still): Aya Sumimoto (GiGGLE)
Model (Still / Film): chagu (la farfa)
Graphic Designer: Yoshiro Nakamoto (J. Walter Thompson Japan)
Web Developer: Kazuyoshi Kato (J. Walter Thompson Japan)
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