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  • SUB CATEGORY :
    RESILIENCE THROUGH CREATIVITY
  • COMPANY ENTERING :
    HAKUHODO KETTLE INC., TOKYO
  • TITLE :
    RED RESTAURANTS DRIVE
  • BRAND :
    TV TOKYO
  • ADVERTISER :
    TV TOKYO
  • AGENCY :
    HAKUHODO KETTLE INC., TOKYO
  • CREATIVE DIRECTOR :
    SHOTA HATANAKA
  • ART DIRECTOR :
    YUHEI ITO
  • CONTENTS PRODUCER :
    NAOFUMI TAKIYAMA/YU OOTA
  • PRODUCER :
    YOHEI TERABARU/SHOTA HATANAKA
  • ASSISTANT PRODUCER :
    KANAKO AONO/ERINA SAKAI/TAKAHITO IJYUIN
  • ACCOUNT DIRECTOR :
    MARIKO KOJIMA
  • MEDIA AGENCY :
    HAKUHODO DY MEDIA PARTNERS INC., TOKYO
  • PR AGENCY :
    TV TOKYO, TOKYO
  • PR DIRECTOR :
    MISAKI YAYAMA/YU WATANABE/YURIE TSUNEYA
  • FILM PRODUCTION COMPANY :
    TELECOM STAFF, TOKYO
  • DIRECTOR :
    YUSUKE SUGAI/YUICHI ONUMA/GO FURUKAWA/HIROTO HARA
  • SCRIPTWRITER :
    HIROKI MURAKAMI/HAYASHI MORI/HIROYUKI YASHIRO
  • CINEMATOGRAPHER :
    TOSHIYUKI SUGINAKA
  • FILM PRODUCER :
    YUKI TAGAWA/RYUKI ISHIKAWA
  • CASTING PRODUCER :
    AKIHIRO TAKAYANAGI
  • ASSISTANT PRODUCER :
    YOSHIE BABA/SOICHIRO MOTOMURA
  • POST-PRODUCTION COMPANY :
    IMAGICA LAB. INC., TOKYO
  • EDITOR :
    KENJI MAEJIMA/TATSUMA FURUKAWA/TOMOKO HIRUTA
  • ASSISTANT DIRECTOR :
    YUSUKE SEKINE
  • STYLIST :
    WAKANA IWAHORI
  • MAKEUP :
    SATOMI HARA
  • SPECIAL EFFECTS COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • VISUAL EFFECTS :
    SHIN OKAWA
  • COMPUTER ARTIST :
    YUUKI NAGASAWA
  • SPECIAL EFFECTS PRODUCER :
    GO TANABE
  • PRODUCTION MANAGER :
    LEO OTAKE
  • EDITOR :
    SHIN OKAWA/DENKI IMAHARA
  • SOUND DESIGNER :
    TAKEHIRO KONO
  • SUPERVISOR :
    TOMONORI INAGAKI
  • PHOTOGRAPHER :
    NAOKO KUMAGAI
  • DESIGNER 3 :
    NORIYOSHI KAIZU
  • CAMPAIGN SUMMARY :
    TV TOKYO IS A MAJOR TELEVISION BROADCASTER IN JAPAN. IT HAS PICKED UP AND SHOWCASED MANY RESTAURANTS ACROSS JAPAN ON VARIOUS SHOWS FOR YEARS, YET DUE TO THE OUTBREAK OF COVID-19, MANY RESTAURANTS NATIONWIDE HAVE BEEN FORCED INTO A TIGHT CORNER. ESPECIALLY THE OLD INDEPENDENT RESTAURANTS ARE NOW ON THE VERGE OF EXTINCTION. THE OBJECTIVE WAS TO CREATE A NEW ENTERTAINMENT OF PR THAT WOULD WORK TO HELP SAVE THE RESTAURANT INDUSTRY. WHEN PEOPLE CATCH WIND OF THE FACT THAT OLD ESTABLISHMENTS ARE CLOSING DOWN, THEY RUSH TO EAT AT THESE RESTAURANTS BEFORE THE DOORS CLOSE, AND IT OFTEN GETS PICKED UP ON IN THE MEDIA. SO WE CAME UP WITH A ‘RED LIST’ OF ‘ENDANGERED MEALS’ - A LIST OF OLD BUT VALUABLE INDEPENDENT RESTAURANTS ACROSS THE COUNTRY ON THE VERGE OF EXTINCTION - AND CREATED CONTENT ALONGSIDE THE LIST TO HELP TRY AND PRESERVE THESE ESTABLISHMENTS. “RED RESTAURANTS DRIVE” THE NATIONAL TV BROADCASTING STATION GOT TOGETHER TO COLLABORATE WITH 13 CITIES NATIONWIDE. WE CREATED A GOURMET DRAMA SERIES DURING THE COVID ERA, WHICH PICKED UP ONLY “ENDANGERED RESTAURANTS”. THE SHOW’S FORMAT FEATURES A MAN ON A GOURMET TOUR OF JAPAN, VISITING THESE RESTAURANTS FIGHTING FOR THEIR SURVIVAL. EACH EPISODE FEATURES REAL WORLD RESTAURANTS ON THE BRINK OF GOING OUT OF BUSINESS. THE OWNERS ARE MOSTLY OLD, WITH NO SUCCESSORS, AND THE SHOPS ARE WORN OUT. THE HISTORY OF EACH RESTAURANT ITSELF IS THE PLOT, AND RESTAURANT OWNER LOOK-ALIKES WERE CAST. THE SHOW BEGAN AIRING ON TV TOKYO IN THE MIDST OF THE COVID-19 PANDEMIC AND WAS SUBSEQUENTLY RELEASED ON SEVERAL STREAMING SITES, INCLUDING AMAZON PRIME, HULU, BILIBILI, ETC.
  • THE BRIEF :
    TV TOKYO IS A MAJOR TELEVISION BROADCASTER IN JAPAN. IT HAS PICKED UP AND SHOWCASED MANY RESTAURANTS ACROSS JAPAN ON VARIOUS SHOWS FOR YEARS, YET DUE TO THE OUTBREAK OF COVID-19, MANY RESTAURANTS NATIONWIDE HAVE BEEN FORCED INTO A TIGHT CORNER. ESPECIALLY THE OLD INDEPENDENT RESTAURANTS ARE NOW ON THE VERGE OF EXTINCTION. THE OBJECTIVE WAS TO CREATE A NEW ENTERTAINMENT OF PR THAT WOULD WORK TO HELP SAVE THE RESTAURANT INDUSTRY; AN ENDEAVOUR PARTICULARLY IMPORTANT TO TELEVISION BROADCASTERS SINCE RESTAURANTS ACCOUNT FOR A SIGNIFICANT PORTION OF ANY BROADCASTER’S PROGRAMME OF SHOWS.
  • THE STRATEGY :
    WHEN PEOPLE CATCH WIND OF THE FACT THAT OLD ESTABLISHMENTS ARE CLOSING DOWN, THEY RUSH TO EAT AT THESE RESTAURANTS BEFORE THE DOORS CLOSE, AND IT OFTEN GETS PICKED UP ON IN THE MEDIA. SO WE CAME UP WITH A ‘RED LIST’ OF ‘ENDANGERED MEALS’ - A LIST OF OLD BUT VALUABLE INDEPENDENT RESTAURANTS ACROSS THE COUNTRY ON THE VERGE OF EXTINCTION - AND CREATED CONTENT ALONGSIDE THE LIST TO HELP TRY AND PRESERVE THESE ESTABLISHMENTS.
  • THE EXECUTION :
    “RED RESTAURANTS DRIVE” THE NATIONAL TV BROADCASTING STATION GOT TOGETHER TO COLLABORATE WITH 13 CITIES NATIONWIDE. WE CREATED A GOURMET DRAMA SERIES DURING THE COVID ERA, WHICH PICKED UP ONLY “ENDANGERED RESTAURANTS”. THE SHOW’S FORMAT FEATURES A MAN ON A GOURMET TOUR OF JAPAN, VISITING THESE RESTAURANTS FIGHTING FOR THEIR SURVIVAL. EACH EPISODE FEATURES REAL WORLD RESTAURANTS ON THE BRINK OF GOING OUT OF BUSINESS. THE SHOW BEGAN AIRING ON TV TOKYO IN THE MIDST OF THE COVID-19 PANDEMIC AND WAS SUBSEQUENTLY RELEASED ON SEVERAL STREAMING MEDIA, INCLUDING AMAZON PRIME, HULU, BILIBILI, ETC.
  • THE RESULT :
    THE DRAMA SERIES WAS SUCCESSFUL IN CHANGING THE PERCEPTIONS OF OLD INDEPENDENT RESTAURANTS AS VALUABLE, ONE-OF-A-KIND ‘ENDANGERED’ ESTABLISHMENTS THAT PEOPLE MUST VISIT RIGHT AWAY. THE DRAMA SERIES GENERATED A HUGE BUZZ IN THE COVID-19 PERIOD, ENCOURAGING MANY VIEWERS TO SUPPORT THE RESTAURANTS DETAILED RESULTS ARE AS FOLLOWS. - IN TOTAL, ACHIEVING AN EXPOSURE OF 30,000,000 VIEWERS.(ON TV TOKYO, AMAZON PRIME, BILIBILI, ETC) - THE SALES OF FEATURED RESTAURANTS HAVE DRAMATICALLY DOUBLED.
    - ALL EPISODES BECAME TRENDING TOPICS ON TWITTER. - THE SERIES BRANCHED OUT INTO BOOKS, AND EVEN E-COMMERCE. RED RESTAURANTS DRIVE AIMS TO SAVE THE NATIONAL RESTAURANT INDUSTRY.
  • URL :
    https://www.tv-tokyo.co.jp/zetsumeshiroad/