SUSHI TRAIN

TitleSUSHI TRAIN
BrandJAPAN APPEAL
Product / ServiceJAPAN RELIEF FUNDRAISER
CategoryB04. Public Service, Charity & Fund Raising
EntrantJWT SYDNEY, AUSTRALIA
Entrant Company:JWT SYDNEY, AUSTRALIA
DM/Advertising Agency:JWT SYDNEY, AUSTRALIA

Credits

Name Company Position
Angus Hennah JWT ECD
Mark Harricks JWT ECD
Jason Ross JWT Copy Writer
John Lam JWT Art Director
Anne Gibson JWT Group Account Director
John Kim JWT Senior Account Manager
Jeffrey Oley The Offices Designer/Typographer

The Brief

The Japanese earthquake and tsunami left Japan and its people devastated. Our idea was to create an innovative and fresh way to make it easy for people to donate to the Red Cross Japan Appeal. We selected Japanese sushi train restaurants, an ideal location where customers are open to the cause. We targeted customers of Japanese restaurants, people who would be in the mindset to appreciate the effect of the disaster on Japan. This proved to be a well targeted campaign.

Creative Execution

We created an innovative way to make it easy for people to donate to the Red Cross Japan Appeal. We selected Japanese sushi train restaurants, an ideal location where customers are open to the cause. We targeted customers of Japanese restaurants, people who would be in the mindset to appreciate the effect of the disaster on Japan.

Describe the creative solution to the brief/objective.

We created special donation plates that were placed on the sushi trains. Different coloured plates were valued at different amounts, in line with the pricing of the standard sushi plates. Customers were invited to pick up the plates and pay their donation at the cashier, along with the rest of their bill. The proceeds were sent to the Red Cross Japan Fund. The special donation plates were then piled up in the restaurant and they become a showpiece for the restaurant to encourage further donations. The plate stacks also symbolized the rebuilding of Japan.

Results

Through this unique and simple media idea, we gave compassionate Australians the opportunity to play their part in easing the pain for the Japanese people. Not surprisingly, Australians opened their hearts and in a short time, over $15,000 was raised.