THE RESTAURANT OF MISTAKEN ORDERS

Silver Spike

Case Film

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TitleTHE RESTAURANT OF MISTAKEN ORDERS
BrandDAIKI ANGEL HELP INC.
Product / ServiceTHE RESTAURANT OF MISTAKEN ORDERS
CategoryG04. Social Behaviour & Cultural Insight
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

Why is this work relevant for Brand Experience & Activation ?

Our challenge was to create entirely, a new environment where people with dementia are accepted in society, and in that environment conceive a never like before experience. How can we make "a space where people with dementia work in" into a space that everyone enjoys? The success lied in optimizing various touch points, enabling to design meticulously as one whole experience 

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 (20% 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, a sign that read “Restaurant of Mistaken Orders” was displayed. By doing so, the mistakes made by the staff went from being “something unacceptable ”to “something that can be forgiven.” It was targeted to the general public, with aim to be something charming and entertaining so that younger generations that might think they have nothing to do with dementia will think, “What kind of a restaurant is this?! I want to experience this.” The reason being, since it is a social issue that tends to cast a dark shadow, if people are unable to participate with a positive mindset, then it is difficult for a paradigm shift to occur.

Describe the strategy (20% of vote)

Since dementia is a sensitive issue, there was a necessity to prove that it is “An event that is fun, and makes people feel at ease and smile from the bottom of their hearts regardless of having dementia or not.” It started as a small trial event; a survey was conducted afterwards, and it was proven through numeric evidence that people with dementia worked vivaciously out of their free will, and customers also truly enjoyed the experience. To discover that a fun space could be created even if a mistake occurred (or rather enjoyed more when a mistake occurred,) as a result, led to the participation of many corporations and local government organizations. At the grand opening of this world’s first restaurant, it was inundated with international media wanting to cover the event, and this news was shared widely on SNS not only in Japan but also spread worldwide.

Describe the execution (30% of vote)

The first event was held between September 16th to 18th in 2017 at "Randy" a cafe in Roppongi. 264 customers, 18 staff with dementia. Inspired by this first event, 20 restaurant events were held in Japan in a about a year. It then spread to the rest of the world such as China and Korea; currently a TV series created by Channel 4 in the UK is underway. In March of 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 Minister visit the restaurant. In the 3 events combined, the rate of making mistakes surpassed 37%, but 99% of the customers did not feel stress. Moreover, some customers even said that they're “disappointed that a mistake didn’t occur.”

List the results (30% of vote)

・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

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

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.

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