Photography by Kara Gildea
ABOUT
The Restaurant of Mistaken Orders is a recurring pop-up restaurant originating in Japan where the servers all have Dementia. It was created to promote understanding of dementia and spread kindness all over the world. The idea spread to other parts of Asia and further.
I was inspired by the idea and was interested to see how it could be applied and advertised in America. I wanted to highlight the experience of the restaurant through this campaign and allow the viewer to feel the emotions they would if they went to the restaurant.
ADVERTISEMENTS
Each advertisement includes a story and features a photo of the person with Dementia in the story. I was inspired by the bus driver riddle when I came up with the idea for these! Each one starts with stating the waiters' name followed by what you ordered. It then goes into detail about the person's life and you get to learn and appreciate more about them. In the middle you receive you're wrong order and at the end it prompts a question: Did you notice, and if you did, what did you takeaway; the mistake or all you learned about that person? The tagline, humanity in mistakes, is based off this belief. Being able to see past a mistake and care more about the human being in front of them.
LOCATION
MOCKUPS
These advertisements are long and need to be read in full to be appreciated which makes it necessary that they are put in places that is possible! Places where people will have the time to read them, such as waiting at a bus or train stop and reading a magazine!
SOCIAL
MEDIA
I would be introducing a social media profile to this brand for the campaign that features real stories of people with Dementia and Alzheimer's. Photos either feature solo shot of person or them with a loved one and include the tagline. The second slide is theoretically a video of their story. The comment shares their story and how they chose to keep living after diagnosis. All of the photos are in the same “brand” filter to maintain cohesion and brand recognition.
