Made in Fukushima is a book made from decontaminated rice straw from fields in Fukushima that turns data into insights.The book was sent as an incentive to leading companies in the food and environmental sectors to start conversations and increase sales of Fukushima rice worldwide.
The book was the second most successful advertising project worldwide in 2020 and propelled METER Group to 16th place in the German creative rankings.
Together with big brands like Deutsche Telekom, BMW or Mercedes.
The first book that is a Case Study. The first case study made of rice.
Remember Fukushima? In 2011, a tsunami triggered a meltdown at a Japanese nuclear power plant. As a result, up to 150,000 people had to give up their homes, and more than 25,000 hectares of farmland were contaminated with radioactivity - that's about 35,000 soccer fields. The catastrophe continues to have an impact to this day.
Together with local experts, METER Group had developed a method for decontaminating the rice fields. Cool enough. Problem: Although all the experts and data give the green light, no one wants to buy rice from Fukushima. So far, so bad.