| Title | FUTURE CUISINE RESTAURANT IBUKI |
| Brand | JAXA (JAPAN AEROSPACE EXPLORATION AGENCY) |
| Product / Service | ARTIFICIAL SATELLITE 'IBUKI' |
| Category | E02. Low Budget / High Impact Campaign |
| 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 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.
Overall budget was 3 million JPY (=around 30,000 USD) which means that we couldn't have any budget for media buying or large-scale creative. 5,000 USD was used for developing menu and meals, 15,000 USD for the event, and 10,000 for PR. We don't have any paid media budget.
“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
The global warming is hard to keep getting attention from especially young people because it has been claiming few decades in a very formal way. This campaign reminds this issue and satellite’s initiative by using unique PR strategy, that was to utilize the gap between “a future that aerospace development organization imagined” and “weird foods that will be born if global warming continues”. Although that it was a small one-day PR event, we got huge attention from nationwide successfully.
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.