Takamatsu City · Japan · 2025Design & Packaging · Experiential
Best After 2055.
A can of Ogi Island miso became a time capsule for a local food tradition at risk of disappearing.
- Brand
- Takamatsu City
- Agency
- Shiseido Creative
- Market
- Japan
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Help Takamatsu City draw attention to the future of Ogi-Miso and encourage people to pass on the practice of making it.
The idea
Shiseido Creative reversed the familiar best-before label into a symbolic date: Best After 2055. The can carried the preservation message into exhibitions and community activities, linking a tangible object with the need to sustain local knowledge.
Case study source: Shiseido Creative Source ↗
Awards
- Spikes Asia 2026DesignGrand Prix
Credits
- Client
- Takamatsu City
- Production
- BBmedia
- Creative Direction / Copy
- Yukino Miyazawa
- Art Direction
- Takaki Ikeda
- Product Art Direction
- Takuho Sasaki · Minhu Park
- Account Director
- Rey Nakayama
- Local collaborators
- Yamato Fukui · Kaori Ishibe
