ROAD

Short List
TitleROAD
BrandTOKYO TOKYO
Product / ServiceTOKYOTOKYO.COM.PH - ONLINE DELIVERY SERVICE
CategoryC02. Outdoor
EntrantOGILVY PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation OGILVY PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Michael Sicam Ogilvy Philippines Group Executive Creative Director
Jamie Manalo Ogilvy Philippines Copywriter
Brent Calma Ogilvy Philippines Senior Art Director

Cultural / Context information for the jury

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. To help launch their new online delivery service—tokyotokyo.com.ph—we turned their Japanese dishes and iconic utensils into modern graphic images representing modes of travel. The minimal art style is quintessentially Japanese. These images were strategically placed in Tokyo Tokyo stores as posters and tray liners to remind customers that they can always escape and have a taste of Japan right at their fingertips.

Tell the jury about the illustration.

A car traveling smoothly on a long, curved highway—this is what the illustration looks like from a distance. But the image is actually a close-up on the edge of Tokyo Tokyo’s crowd-favorite donburi bowl. This print represents how every meal in Tokyo Tokyo gives you a taste of traveling to the progressive country of Japan.