In this hyperconnected world, where news, tweets, and notifications seem to gush endlessly, even mealtimes are at risk of disruption: 75% of Japanese consumers claim they cannot concentrate on their food because of digital distractions. People have become so engulfed in their gadgets that they forget to raise their heads and see what's in front of them. Even when what's in front of them is a yummy mackerel from Norway cooked to perfection.
So how did we manage to make them put their phones down?
We created a plate that doesn't work: the Balance Plate.
This seemingly useless piece of tableware comes with only one leg and will spill your food unless you stabilize it. How? By letting go of your phone and sliding it into the slit, specially designed to fit most smartphone models. Oops, now you have no choice but to disconnect and focus solely on your meal.
Picked up by 100+ national and international media outlets
Generated 61M yen worth of PR value