Norwegian Seafood Council
~ Balance Plate

When 75% of Japanese consumers claim they "cannot concentrate on their meals because of digital distractions," you know something is wrong. People have become so engulfed in their phones that they even forget to raise their heads and see what's in front of them. And when what's in front of them is a yummy mackerel from Norway cooked to perfecting, certain parties are bound to take it personally.

One of such parties came to us with the request of coming up with an idea that helped people put their phones down, at least while eating. Our solution was to create a useless piece of tableware: the Balance Plate.

A little unbalance can go a long way.

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Accolades:
- ADC, Shortlist, 2021

Agency: UltraSuperNew, Tokyo.

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