| Title | FUTURE CUISINE RESTAURANT IBUKI |
| Brand | JAXA (JAPAN AEROSPACE EXPLORATION AGENCY) |
| Product / Service | ARTIFICIAL SATELLITE 'IBUKI' |
| Category | F02. Art Direction / Design |
| Entrant | ADK Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Satoshi Otsuka | ADK | Creative Director |
| Tatsuya Honda | ADK | Copywriter |
| Hiroyuki Kubo | ADK | Art Director |
| Yasuhiro Kubo | ADK | Strategic Planner |
| Mizuki Takenouchi | ADK | Strategic Planner |
| Tomofumi Ueda | ADK | Event Producer |
| Yuta Kaneko | ADK | Planner |
| Satoshi Ishido | ADK | Account Executive |
| Masakazu Sasaki | Bravo | Event Planner |
| Sako Anze | Bravo | Event Planner |
| Marika Ishikawa | Bravo | Event Planner |
| Hiroshi Sato | Bravo | Event Planner |
| Ryuya Kimura | Material | PR Director |
| Shunta Tada | Material | PR Planner |
| Sumika Ishizaki | Material | PR Planner |
| Naohiro Tsukada | Independent | Photographer |
| Jun Nagai | Independent | Film Director |
| Dai Kusakabe | Independent | Web Director |
The idea is simple. Bringing global-scale huge problems to everyday life. We created the future cuisine based on the scientific reports on the global warming and opened an event named "Future Cuisine Restaurant IBUKI". The aim is to stimulate the imagination for the future where global warming continue through cooking. By doing so, we could attract the attention to the efforts of the satellite IBUKU who observes this problem.
“Future Cuisine Restaurant IBUKI” was a small pop-up restaurant opened just for one day, in the heart of Tokyo. People gathered around there having an expectation for “the future that JAXA(aerospace organization) has imagined”. Despite this hopeful anticipation, what we offered was weird dishes that “we may well be eating if global warming continues”. A total of five future meals shook Japan and went buzz throughout the country. A tiny 20-seat restaurant became one of the most well-known place in Tokyo and that news was covered nationwide.
187% awareness increase of IBUKI project among 20s 100+ articles was born in Japan? 5+ million dollars earned media 50+ million media impression 58% of people feels higher concerns toward global warming than before 62% getting familiar with satellite IBUKI
Eating is the very easy and direct way to bring things to closer to people because everyone eats every day. Since both of the satellite IBUKI and the global warming are happening in the huge scale and far far away from individual people, it was hard to consider these things familiar. Thus, this idea successfully connected people and the issue directly and physically.
The primary target was the youth. They are less concerned about global warming because this issue has been around and alerted so many time in a very formal way from the time they were born. What even more difficult, was the budget. We do not have enough resources to use rich media. So, we created the bold strategy: make happening in real field and create strong visual to get it easy to be shared among the target.