JAPAN NATIONAL TOURISM ORGANIZATION // the real original
copywriter: Sean McGraw Art Director: Madeline Bartusch
Americans admire luxury craftsmanship but often overlook Japan’s deep influence. Japan’s dedication to craft defines global luxury, and visiting Japan offers a firsthand experience of the artistry that continues to shape high-end craftsmanship worldwide.
OOH
SOCIAL
EXPERIENTIAL
We’ll set up pop-up workshops in major cities where visitors can experience traditional Japanese craftsmanship firsthand — ramen, calligraphy, pottery — with a renowned practitioner of that craft. Each pop-up will take place in a shipping container to give it a “road show” feel while adding an element of exclusivity.
Calligraphy
Airport Bar Takeover
Let’s be real, takeovers are popular, and cool as hell. Here, travelers can enjoy exclusive tastings, handcrafted cocktails, and rare pours from the finest Japanese sakaguras before takeoff.