JNTO Japan
Americans are bored with food—TikTok and Instagram have flooded us with so much food porn, we’ve gone numb. Foodie culture has been buzzing for so long that it’s become white noise. Even magazines like Bon Appétit are struggling to regain their pandemic numbers.
We all need a food pilgrimage. And for those who treat every meal like an experience, Japan delivers. Excellence spans from Michelin-starred dining to humble ramen shops. This campaign invites the world to come and taste that dedication again.
OOH: The Red Series
The “Red Series” uses bold red-and-white visuals and sharp data points to stop viewers in their tracks. Placed in high-traffic print and OOH spaces like train stations and bus shelters, each ad turns Japanese food culture into a visual spectacle that demands to be experienced firsthand.
Activation: The Art of Food
In partnership with MoMA and Japan House LA, this activation reframes Japanese cuisine as fine art. Through curated exhibits and immersive visuals, we showcase how food in Japan is crafted to delight the senses and stir the soul.
Social: Stunning Sushi-making
In partnership with Epicurious and the All Japan Sushi Academy, this activation will guide YouTube fans through a sushi-making journey from amateur to pro. It engages viewers to take action, drives clickthroughs, and generates media exposure.
Credits
CW: Patrick McCarthy
AD: Shanya Meade