The Michelin Star is the world’s most coveted culinary accolade, but the requirements for bagging one are a little vague: “Excellent cooking worth a special journey.” Based on that criterion, we realised that one restaurant has been snubbed for decades - so we set out to fix that.

 

Results

  • 850,000,000+ global reach from 724+ pieces of coverage

  • 14.7% sales growth over the campaign period

  • 633% increase in YouGov Brand Buzz score over the campaign period

Awards

  • 1 x Cannes Lion (Bronze)

  • 2 x APAC Effies (Gold)

  • 2 x IPA Effectiveness Awards (Best Small Budget, Bronze)

  • 4 x Spikes Asia Awards (1 Grand Prix, 2 Gold, 1 Silver)

  • 4 x Caples Awards (1 Gold, 2 Silver, 1 Bronze)

  • 2 x Webby Awards

  • 2 x Clio Awards (1 Silver, 1 Bronze)

  • 5 x Ad Stars Awards (3 Bronze, 2 Crystal)

  • 1 x AWARD Award (Bronze)

  • 1 x WARC Award for Effectiveness (Gold)

  • 3 x Australian Effies Awards (Bronze)

  • 5 x APAC SABRE Awards (incl. Best In Show)

  • 1 x APAC Marketing Magazine PR Award (Gold)

  • Ranked #3 in Global SABRE Awards

  • CommsCon Awards Highly Commended

  • AC&E Awards Finalist

  • AdNews Awards Finalist

  • Featured in The One Show Asia Creative Showcase

  • Featured in Directory Magazine

Creative Director: Shaun Branagan

Senior Copywriter: Blake Arthur

Senior Art Director: Carl Robertson

Copywriter: Jake Ausburn

Copywriter: Wilson Kwong