Hakuhodo Tokyo is fighting food waste in Japan via this recent campaign for Ajinomoto

Hakuhodo Inc., Tokyo has created this “Foodlosslla, What Should Humanity Do?!” campaign, aiming to generate awareness of household food waste in Japan and help reduce it.

 

In Japan, currently over 2.4 million tons of usable food is discarded from households yearly. To spur change across the country, we created Foodlosslla, a fictional monster made of household food waste, for Ajinomoto Japan’s food loss reduction campaign.

The campaign features a short film directed by Japanese movie director and Academy Award winner Takashi Yamazaki, with Foodlosslla terrorizing the city of Tokyo. VFX is skillfully used to capture an emotional and sad monster created out of grief for food waste, with fruits and vegetables falling from the skies and Foodlosslla destroying everything in his way. Regular methods of combat prove to be useless and at the end of the film, with Ajinomoto’s seasoning and cooking utensils in their hands, a special rescue team chants the message, “A dash of seasoning and a little thought is key.”

With the mission of defeating Foodlosslla and reducing household food waste, Ajinomoto created a special Foodlosslla site with information on everyday tips on how to reduce household food waste, along with recipes searchable by leftover ingredient.

This campaign aims to shed light on the largely unknown state of food loss in Japan and how small improvements at home can result in the reduction of food waste.

View the behind the scenes video below.