Japan attracts over ten million tourists each year, many in search of the delicacies of Japanese cuisine. Soba, or buckwheat noodles, is one of the most popular traditional dishes for tourists, not only because of its deliciousness but also because of its health benefits. However, few tourists know that while nutritious and appetizing, soba can also cause serious allergic reactions, sometimes even resulting in anaphylactic shock.
Soba Allergy Tattoo Checker
The funniest allergy checker for foreign travelers in Japan.
Client
- Nadai Fujisoba and 230 Soba Street Promotion Committee
Office
- Tokyo
Challenge
Inspiration
How could we transform the unexciting process of testing for allergies into a fun and Insta-worthy experience?
Creative solution
We developed the ‘Soba Allergy Tattoo Checker’, a soba allergy-identifying temporary tattoo. Once applied to the skin of someone with a soba allergy, design elements of the tattoo transform into visual identifiers, like a Kabuki face or a goldfish turning red. Our sticker not only offers an allergy diagnosis, but also a painless traditional Japanese tattoo experience.
Results
The ‘Soba Allergy Tattoo Checker’ was featured by a variety of major media outlets and generated buzz worldwide.
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Awards
2016 Spikes Asia
Design
Bronze
2017 Adfest
Design
Silver
2017 Adfest
Media
Silver
2017 Adfest
Promo
Bronze
2017 One Show
Direct Marketing
Merit
2017 One Show
Print & Outdoor
Merit
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