Japan Earthquake Appeal Ambient Japan Earthquake Appeal: SUSHI TRAIN by J. Walter Thompson Sydney

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Japan Earthquake Appeal: SUSHI TRAIN

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Industry Public awareness, Charities, Foundations, Volunteers
Media Ambient
Market Australia
Agency J. Walter Thompson Sydney
Executive Creative Director Mark Harricks, Angus Hennah
Art Director John Lam
Copywriter Jason Ross
Account Supervisor Anne Gibson
Released June 2011


Cannes Lions 2011
Outdoor Lions Bars, Restaurants & Stores, etc. Silver

Credits & Description

Type of Entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Product/Service: DONATION APPEAL
Entrant Company: JWT SYDNEY Sydney, AUSTRALIA
Advertising Agency: JWT SYDNEY Sydney, AUSTRALIA
Executive Creative Director: Angus Hennah/Mark Harricks
Art Director: John Lam
Copywriter: Jason Ross
Account Supervisor: Anne Gibson
Other Credits: Jesse Mcelroy - Cameraman/Editor/Senior Account Manager - John Kim
Description of Ambient execution:
We created special donation plates that were placed on the sushi trains. Different coloured plates were valued at different amounts, in line with the pricing of the standard sushi plates. Customers were invited to pick up the plates and pay their donation at the cashier, along with the rest of their bill. The proceeds were sent to the Red Cross Japan Fund.
The special donation plates were then piled up in the restaurant and they become a showpiece for the restaurant to encourage further donations. The plate stacks also symbolized the rebuilding of Japan.