Norwegian Seafood Council
~ Balance Plate

When 75% of Japanese consumers say they "cannot concentrate on their meals because of digital distractions," you know something is wrong. People have become so engrossed in their phones that they even forget to lift 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 perfection, certain parties are bound to take umbrage.

One such party came to us with the request to come 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:
- Shortlist – ADC, 2021

Agency: UltraSuperNew, Tokyo.

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