Cannes Lions
HAKUHODO KETTLE, Tokyo / MICHELIN / 2008
Overview
Entries
Credits
Description
Successfully host a press party for announcing the launch of ‘Michelin Guide Tokyo’ 7 months prior to its publication. To make the event full of impact, invite the press without explaining what the party is for.
Execution
Sending mysterious invitations shaped as star plates which reference the famous Michelin stars. Holding the party on a surprise, with a planetarium projecting a night sky.
Outcome
Attendance: more than 300 members of the press attended the event, and it got a lot of publicity. Also it may have contributed to Tokyo acquiring many Michelin stars, even more than New York!
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