Java Tea: Play Table in the Sky

Credits & Description:

Media: Ambient

Category: Non-alcoholic drinks

Agency: Frontage

Brand: Java Tea

Geo: Asia, Japan

To create the comeback of a JAVA TEA, a tea for meal. First released 23 years ago the product vanished from store, but now Otsuka Foods had decided to revive it. A different approach was needed to stand out from competitors. To present a concept “Play Table”, invited diners to eat at a table suspended 40 meters in the air by a crane in Tokyo’s most populated area. The meal was accompanied by JAVA TEA and served by waiters. Perfect Refreshing view made eating more enjoyable, as they demonstrated that dining can also be play with JAVA TEA. JAVA TEA made a brilliant comeback. Numerous comments posted to social networks, all the Japanese TV, radio, and print media made reports. JAVA TEA and “restaurant in the sky” trending heavily in online search engines. Stores asked to stock the product, and “Play Table” concept continues to influence eating trends.



Advertising Agency: Frontage Inc., Tokyo, Japan

Creative Directors: Yasushi Machida, Tsuyoshi Ohka

Copywriters: Kinya Okamoto, Yoshifumi Nishihara

Agency Producers: Hirotaka Fukatsu, Daichi Ushiro

Account Executive: Minoru Kuboki

Production company: Taiyo Kikaku

Photographer: Senzo Ueno

Production Producer: Hideya Takita

Offline Editor: Tomohiro Suzuki

Online Editor: Dai Haga

Sound production company: Aiin

Music Arranger: Sato Yu

Released: May 2012