Stressed and overworked Japanese are ignoring their nutritional needs, increasing the burden on the country’s healthcare system. East Japan Railways, the most prominent rail company in Japan with many deli food courts in it’s stations, wanted to become people’s life infrastructures.

DELICIOUS SUPPLEMENT is an individually tailored, nutritionally complete supplement prescribed by a nutritionist. Using AI diagnosis through the LINE messaging app customers are prescribed the right combination of pick-and-mix style deli capsules. Each capsule helps customers rebalance their nutritional needs with a range of food that can create 2.2 million combinations.

This new service was was launched onto the food court of the station building in Yokohama city and covered by plenty of media, as diet innovation contributing to modern people’s life. East Japan Railway is eager to expanding the service onto its food courts nationwide.

Deliciousness you want now, with the nutrition you need now.

Credits

• Shunsuke Kakinami (Beacon/Leo Burnett Tokyo): Creative Director

• Mai Kaneda (Beacon/Leo Burnett Tokyo): Experience Designer, Copywriter

• Jun Oizumi (Beacon/Leo Burnett Tokyo): Art Director

• Masaomi Minegishi (Beacon/Leo Burnett Tokyo): Design Director

• Yuko Takamichi (Beacon/Leo Burnett Tokyo): Designer

• Akihiro Kuwahara (Beacon/Leo Burnett Tokyo): Designer

• Tomonori Oki (Beacon/Leo Burnett Tokyo): Technical Director

• Konosuke Takahashi (Beacon/Leo Burnett Tokyo): Digital Producer

• Hisako Konagaya (Beacon/Leo Burnett Tokyo): Digital Producer

• Sentaro Yoshino (Beacon/Leo Burnett Tokyo): PR Producer, PR Planner

• Yuriko Hotta (Material): PR Planner

• Katsunori Endo (Material): PR Planner

• Shunsuke Doi (amana): Film Producer

• Taewan Kim (amana): Film Production Manager

• Ryosuke Uchijima (ZONA): Director

• Takahiro Kano (ZONA): Cinematographer

• Sakiko Ohno (hue/amanagroup): Photographer

• Teruumi Kuroda (hue/amanagroup): Retoucher