Client: Ishii clinic
Product: ELECTRO 'Salt-flavoured' FORK
Advertising Agency: J. Walter Thompson Japan
Issue / Brief:
Today, excessive intake of salt is a global problem.
At the Ishii Clinic, there are many patients suffering from hypertension, cerebral strokes, cardiac infarctions and other diseases, that are complications caused by the excessive intake of salt. And these patients become unable to eat flavourful meals using salts. Dr. Ishii aimed to realize a balance of the "Health of Patients" and "Delicious Meals with Salt Flavour".
"NO SALT RESTAURANT with ELECTRO 'Salt-flavoured' FORK"
The Ishii Clinic, along with the production team at J. Walter Thompson and University of Tokyo, invented the ELECTRO FORK for these patients.
"ELECTRO 'Salt-flavoured' FORK"
The tongue is covered with taste buds, that sense the flavour of foods, and there are "areas where saltiness is sensed more prominently". By applying electronic stimulation to this area, utilizing the technology of Augmented Gustation, even foods without Salt, can be given delicious Salt Flavour.
And the NO SALT RESTAURANT, featuring this fork, was opened. This restaurant provides foods the patients cannot regularly enjoy, due to their high Salt content without using Salts. (Saltless Meatloaf, Saltless Pork Cutlet, Saltless Salad, Saltless Fried Rice and Saltless Cake). By eating with the ELECTRO FORK, all dishes become flavourful, with the illusion of Salt Flavour.
It will be possible to resolve the world’s current issues of salt intake, and realize healthier cuisine and eating habits.
Gained countless publicity:
cnet "No salt, no problem! Japanese Electro Fork zaps flavor into your mouth."
engadget "Dinging with the Electro Fork that could Save Lives"
The Telegraph "Japan invents Electric 'Salt-flavoured Fork'"
Mashable "If you love salt but you're worried about your sodium intake, a new futuristic fork could save your life."
REUTERS "Electro Fork Tricks Taste Buds into a Salty Sensation"
EveningStandard. "This electro fork could help you cut down on salt by zapping your tongue."
Gained countless numbers of SNS posts:
"Electro Fork that adds salt flavour!"
"It was incredible that it would be so delicious without any salt!"
"Incredible that there's flavour with saltless food"
"This may become a savior for patients who cannot consume salts."