Cannes Lions

TBS IAAF WORLD CHAMPIONSHIPS

DENTSU, Tokyo / TOKYO BROADCASTING SYSTEM / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The project transformed all 66 restaurants in Tsukishima, Tokyo, where the commoners’ favorite Monjyayaki restaurants are concentrated, into sports arenas.The Japanese, who were already competing with others for food, were now hyper-charged as they put on their ‘uniforms’.We succeeded in getting people to ‘experience’ the thrill and excitement of competing and winning over others, in a perfectly ordinary setting.

Outcome

Numerous blogs also reported the event, and triggered a nationwide attention. As a result, the audience rating marked 37.7%MAX.As we had made arrangements with the TV programmes to introduce the event in advance, we were able to make the media fee for the 66 restaurants (0 yen).

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