To Prove That Japanese Soil is Safe, Gardening Product Opens Soil Restaurant
Protoleaf sets out to prove that earth is safe from nuclear radiation
Published On
May 13, 2013
Editor's Pick
Japan has all-garlic restaurants and toilet restaurants, but how about some good old earth to whet your appetitite? When gardening soil company Protoleaf wanted to show that its product was completely free of nuclear radiation -- a serious concern due to Fukushima -- it tapped TBWA/Hakuhodo to do so. The result was "The Soil Restaurant," which served a full meal by a Michelin-starred chef that used Protoleaf as the main ingredient. For the low, low price of $110, the public could eat all the soil their hearts and stomachs desired. Free media exposure amounted to over $8 million, and sales surged 130% versus the previous year.
Credits
- Date
- May 14, 2013
- Brand :
- Protoleaf
- Client :
- Protoleaf
- Agency :
- TBWA/Hakuhodo-Tokyo
- Executive Creative Director/Production :
- Kazoo Sato
- Creative Director :
- Tomoki Harada
- Copywriter :
- Tomoki Harada
- Copywriter :
- Chino Yamaguchi
- Art Director :
- Keisuke Shimizu
- Art Director :
- Nozomi Imaoka
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Project Type