CategoryB06. Use of Events
EntrantADK 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 Campaign

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 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.

Creative Execution

“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 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

Meals are very small but very familiar creative media that people see and actually eat every day. People feels so natural to eat almost the same things every day/month. So we changed it by creative cooking idea. By doing so, the meals worked perfectly as media which conveyed our message.

Insights, Strategy and the Idea

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.

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