by Jake O’Driscoll, Senior Art Director
The city of Tokyo has more Michelin stars than any other. More than the food meccas of Paris and New York combined. If it was its own country Tokyo would have nearly half the total stars France was awarded, despite France being where the guide itself was started.
How you might ask?
With strict adherence to a single word. Harmony.
More specifically: “Washoku” 和食 (和 meaning ‘Japan’ or ‘harmony,’ 食 meaning ‘food’ or ‘to eat’)
Tokyo’s food doesn’t need to be flashy, it revels in its simplicity. And in doing so, as I said before, has been rewarded with the most Michelin stars in the world.
Why is this relevant? Well, it allows me to say: the best ads can follow the same tenant.
And this one does.
Created as a reminder of the devastation Australia faced during the 2019/20 bushfires – the ad shines a light on the ongoing trauma that still exists today. Evidenced (sadly) by the fact Lifeline Australia continue to receive more than 400 daily calls to their Bushfire Recovery Helpline – dedicated to providing mental health support to survivors of the bushfires.
The recipe is three simple ingredients, all stitched together in perfect harmony:
One character, voiced by musician Julia Stone.
One visual, that morphs between the areas of the brain that are affected by PTSD and the areas of the country that were worst-effected by the fires.
One track, which sets just the right tone.
If this ad was a restaurant I’d wait for days for a table (so long as restaurants finally opened back up…).