|Title||FUTURE CUISINE RESTAURANT IBUKI|
|Brand||JAXA (JAPAN AEROSPACE EXPLORATION AGENCY)|
|Product / Service||ARTIFICIAL SATELLITE 'IBUKI'|
|Category||A13. Not-for-profit / Charity / Government|
|Entrant||ADK Tokyo, JAPAN|
|Idea Creation||ADK Tokyo, JAPAN|
|Satoshi Otsuka||ADK||Creative Director|
|Hiroyuki Kubo||ADK||Art Director|
|Yasuhiro Kubo||ADK||Strategic Planner|
|Mizuki Takenouchi||ADK||Strategic Planner|
|Tomofumi Ueda||ADK||Event Producer|
|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|
|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
This initiative directly connected a brand and targets even though they are normally super far from each other; a satellite in the space and people on the earth. In order to not only let them know the brand but also change people's mind/behavior, we needed a strong and direct brand-related experience and it actually worked as strong activation by the news of that unique experience which spread throughout the country.
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.