THE RESTAURANT OF MISTAKEN ORDERS

Gold Spike

Case Film

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TitleTHE RESTAURANT OF MISTAKEN ORDERS
BrandDAIKI ANGEL HELP INC.
Product / ServiceTHE RESTAURANT OF MISTAKEN ORDERS
CategoryD04. Live Events
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation 2 DAIKI ANGEL HELP Tokyo, JAPAN

Credits

Name Company Position
Yukio Wada Daiki Angel Help inc. Director&General Manager
Shiro Oguni Ogunishiro Office CEO
Yoshinori Kobayashi Daiki Angel Help inc. CEO
Satoshi Okada Yahoo Japan Corporation Editor in Chief,Vice President
Noriyoshi Minowa SoftBank Corp. CSR Manager
Takeshi Wada Cafe Company Inc. Coffee supervising Director
Satoshi Sakai Daiki Angel Help inc. president’s office
Naoaki Masuzawa Freelance Director
Shuichiro Kimura Boulangerie Eric Kayser Japon Inc. President
Yasuko Hirano Toraya Confectionery Co. Ltd. Office of the President
Haruka Mera READYFOR, Inc. CEO
Kazoo Sato TBWA\HAKUHODO CCO
Satoshi Chikayama TBWA\HAKUHODO Executive Creative Director
Yuki Tokuno TBWA\HAKUHODO Head of Art
Yuta Enoki TBWA\HAKUHODO Designer
Hikari Ono TBWA\HAKUHODO Designer
Yu Hamada TBWA\HAKUHODO Account Executive
Yoichi Fujimoto TBWA\HAKUHODO Account Executive
Tsutomu Hirakue TBWA\HAKUHODO Director of production
Takayuki Ogawa Freelance Art Director
Suzuko Ogaki  TBWA\HAKUHODO Director / Editor
Yuki Morishima D-cord Photographer
Hikaru Saito TOW Producer

Background

There are more than 35 million dementia patients in the world today. The WHO predicts that by 2050, the number will rise to more than 115 million. With the fastest aging population in the world and more than a quarter of its population above age 65, Japan will most likely be at the forefront of this new epoch. What can we do to challenge conventional preconception that says “Dementia = Completely Incapable of anything”?

Describe the creative idea (40% of vote)

We decided to launch a restaurant-type event where people with dementia served as hall staff, assuming they would be making a mistake when taking and serving orders. At the entrance, both a sign that read “Restaurant of Mistaken Orders” and the Tee Hee Smily logo was displayed. With just this logo alone, the mistake made by the staff went from “something unacceptable” to “something that can be forgiven” changing the mindset of the customers. Also, an easy to participate space was designed entirely so that even younger generations that might think they have nothing to do with dementia would say “I want to go" and "I want to experience this.” The reason behind this is because it is a dark social issue, all the more, people need to enjoy with a positive mindset for a paradigm shift to actually occur.

Describe the execution (40% of vote)

Signs, interior, exterior, poster, tableware, booklet, the number of servings & conversations, all designed under the concept of conveying compassion and humanity so that every detail led to a “feeling of tolerance.” The symbol of the Tee Hee Smily logo was a simple and easy-to-emulate design with the future implementations in mind. Also, the “k” in the word “Mistaken” is flipped over signifying the powerful identity of the design. As a result, the people inspired by the first event attended by 264 customers, held 20 events in about a one-year span in Japan, and many parody versions of the logo came to be. It spread to the rest of the world such as China, Korea, and plans to take place in Canada; currently a TV series created by Channel 4 in the UK is underway.The rate of making mistakes surpassed 37%, but 99% of the customers didn’t feel stress.

List the results (20% of vote)

・The affinity spread in Japan and worldwide and ultimately in March 2019, “The Restaurant of Mistaken Orders at the Ministry of Labor” was held. This became the first ever case in Japan to officially hire under contract people with dementia living in nursing homes, making history by having the current Labor Minister visit the restaurant. ・Awareness towards dementia increased by 82% ・Total reach number(TV exposure only):28,376,052 people=one in every five Japanese ・Number of articles:218,000 ・Japan Potential imp: 99,000,000 imp ・Global Potential Imp: 140,000,000 imp ・AD/PR cost $0→$1.3M(PR value) ・Press coverage:34 international including Reuters and New York Times+46 Japanese media

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