Background

In a third-world country like the Philippines, quick service restaurants are not merely places to get fast food. They are a means to escape daily demands – a respite to help Filipinos de-stress even for a brief moment. Tokyo Tokyo is a Philippine fast food chain serving Japanese cuisine. For Filipinos, a visit to their store is like a quick trip to Tokyo. The brief was to launch their new online delivery service by telling customers that they can now have a taste of Japan delivered right at their doorstep.

Describe the creative idea (40% of vote)

To help launch Tokyo Tokyo's new delivery website — tokyotokyo.com.ph — we showed how the fast food chain brings Japan to every Filipino's doorstep. We turned their bestselling Japanese dishes into modern illustrations representing modes of travel. These images were placed as posters and tray liners in Tokyo Tokyo stores across Manila to let customers know that they can always have a taste of Japan anywhere they are, even in the comforts of their home. The whole idea stays true to Tokyo Tokyo's brand promise, which is to give Filipinos an authentic Japanese experience.

Describe the execution (40% of vote)

We turned Tokyo Tokyo's bestselling Japanese dishes into modern posters representing modes of travel. We turned a bowl of ramen, a donburi and a piece of maki into blazingly simple renditions of a bridge, a road, and a bike, respectively. The illustration style was minimalist Japanese. These represent how Tokyo Tokyo brings Filipinos to Japan with every bite and taste of their food, without ever leaving the country. The images were printed as posters and tray liners, which were strategically placed in Tokyo Tokyo stores across Manila to remind customers that they can have a taste of Japan wherever they may be.

List the results (20% of vote)

12% increase in Tokyo Tokyo's average delivery sales for the second half of 2019, more than a thousand conversations about their new online delivery service on social.