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Follow Your Passion Wherever it Takes You with W+K Tokyo's Campaign

Wieden+Kennedy Tokyo, 2 months, 2 weeks ago

Well travelled foodies star in latest integrated brand campaign launching in Japan

Follow Your Passion Wherever it Takes You with W+K Tokyo's Campaign this year follows smart, savvy travellers as they in turn, follow their passions to the perfect accommodations. To kick off its new integrated brand campaign, today released the TVC, “Food Lovers,” created by Wieden+Kennedy Tokyo. The campaign includes two additional TVCs, in addition to multiple online films and unique social media content.

As both domestic and international LCCs grow in Japan, and new bullet train lines crisscross the countryside, it’s becoming easier to go anywhere, anytime you want. With the flood of travel guides and weekend travel programs, travel inspiration is saturating Japan. Independent travellers are the first to turn this inspiration into action. 

These smart, savvy travellers are constantly on the lookout for new experiences. They don’t want off-the-shelf, package vacations. Nor are they looking for heavy-handed advice from uniformed travel agents. They already know what they love. They are looking for a place to explore that passion — and the ideal accommodation to stay while they do it. is here to help them find the perfect basecamp for their adventure.

The 30-second and 15-second launch TVC, “Food Lovers,” features two friends from Kyushu as they explore their love of food in and around Japan. They visit multiple accommodations, each with its own culinary speciality. By showing so many amazing accommodations, the spot illustrates the range and diversity of properties offered by By showing the two friends indulging their interests, the spot also lets travellers know whatever they want to do, can help them find the perfect accommodation where they can do it.

Following the TV spot “Food Lovers”, the campaign will release two more TVCs focused on athletic activities and onsen (hot springs) later this season. Each features a different group of smart, savvy travellers, embarking on adventures to explore their unique passions. 

In addition to the TVC, a series of online films will also be launched. The film series entitled “What Would You Pack?” investigates what to bring for passion-specific trips using a time-lapse photography technique. The films give a little introduction to travellers’ passions and future journeys on’s social channels. 

Another series of films on social media, “Talking Jizori (statue),” shows smart, savvy travellers at their accommodations posing like statues of famous explorers as they give insider tips about what they love. 

A final series of films entitled, “One Minute Weekends”, will follow recognisable hip-hop performers exploring their passions at additional accommodations in quick, punchy highlight videos in which they rap about their adventures. The first film of the series will launch late this summer, and the rest will follow throughout the year.

Creative Agency

Copywriter: Charlie Gschwend, Hiroki Ishiyama

Art Director: Daisuke Maki

Executive Creative Director: Mike Farr, Tota Hasegawa

Strategist: Nagaomi Kawaharada

Digital Producer: Reiko Kawaguchi

Designer: Daisuke Asada

Producer: Kenji Tanaka

Creative Agency: W+K Tokyo

Assistant Producer: Kosuke Sasaki, Joaquin Zuluaga

Planners: Hidemi Takeuchi

Account Management: Takemi Sakairi, Shinya Kamata

Studio Manager: Lizzie Murray

Music and Sound

Sound Mix: Yoshito Morita

Sound Design: BumBum

Recording: Shuji Komaki

Music Production: Mutato Muzika


Producer: Megumi Irino

Editor: Aika Miyake

Edit Assistant: Luc-Yan Picker

Online Editor: Yusaku Yasuda

Post Production / VFX

Visual Effects: Tomomi Ogawa

Colourist: Ben Conkey, (Assist) Toshiki Kamei, Federico Capogreco

Production Company

Production Manager: Shota Hoshi, Tatsuya Hasome, Takeshi Daimon

Production Designer: Sango Nakamura

Production Company: kichi inc. / ROBOT Communications

Producer: Satoshi Takahashi, Fumikazu Matsubara, Keita Suwa

DOP: Kazuma Shinde

Director: Hidehisa Kitaoka

Category: Holiday , Travel

Genre: Comedy