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Creative Award
New York, United States
East Japan Railway Company - "Delicious Supplement" by ANDY Awards 2017

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TitleDelicious Supplement
Agency
Campaign Delicious Supplement
Advertiser East Japan Railway Company
Brand East Japan Railway Company
Date of First Broadcast/Publication 2016 / 9
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Story Introduced at a commuter station food court, Delicious Supplement is a personalised lunch capsule enabling you to maintain your ideal nutritional balance. First use the app to identify the nutrients you lack, then combine the perfect ingredients in a lunch box cleverly designed to look like a supplement pill. There’s even a nutritionist on hand to help you make the right choice for your “prescription”.
Philosophy The modern-day fast-paced lifestyle is forcing people into bad diet habits. Less attention is paid to what they are eating and nutrition intake. And they take supplement pills to compensate for the lack of nutritional balance. And the distance between the deliciousness they want and the nutritions they need is getting further day by day. Introducing the originally unique food service onto a food court of the station building, DELICIOUS SUPPLEMENT. DELICIOUS SUPPLEMENT is a personalized lunch capsule 'prescribed' to regain the nutritional balance you may have lost. Three uniqueness of this service are its 'physiological diagnosis system' using LINE app to identify your lacked nutrition, its 'originally designed lunch-box capsule' in the same shape of supplement pill, and offering 'over 2.2 million combinations of delis' from which you can find your favorite deliciousness. This service lets you enjoy the deliciousness you want now, with the nutrition you need now. As the diet innovation to solve modern people's diet habit problem. 
Media Type Case Study
Length
AI Description The ad "Delicious Supplement" by East Japan Railway Company introduces an innovative food concept designed for busy commuters in Japan. It starts by highlighting the rushed lifestyle of people leading to poor dietary habits. The ad showcases a unique product - a personalized lunch capsule that resembles a pill, designed to meet nutritional needs with delicious food. The process involves using a LINE app for a physiological diagnosis, identifying lacking nutrients, and assembling a capsule filled with a tailored selection of dishes. The product was first introduced at a Tokyo station food court. The ad visually captures the capsule's stylish design and presents the vast combinations available for a personalized meal plan, emphasizing convenience and health.
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