Beacon Japan dining dangerously on a shirt

In this outdoor campaign Beacon/Leo Burnett Tokyo took the one thing that is both easy to wash when it’s dirty and has a connection to food, a primary cause of stains…the plate. By making real plates in the shape of clothes with problematic food, the suggestion is that no matter how you dine you no longer have to fear ruining your clothes.

Credits – Executive Creative Director: Jon King. Creative Directors: Keizo Mugita, Shuji Matsumura. Associate CD/Copywriter: Minoru Hongo. Senior Art Director: Norihiro Sasa. Agency Producer: Kozo Nagashima. Agency Producer: Makiko Okada. Photographer: Fumio Doi. Retoucher: Sunao Sakurai: Designers: Chizuru Horikawa, Yuichiro Yoshino. Stylist: Masato Okamura. Ceramics Artist: Yasuko Hasegawa. Food Stylist: Asako Kijima. Printing: Toshifumi Narui.