Dim Dining: Wagyu Rib [alternative color spectrum]

Credits & Description:

Media: Print
Brand: Dim Dining
Agency: Wunderman
Geo: Belgium
Advertising Agency: Wunderman, Antwerp, Belgium
Creative Directors: Pieter Staes, Manuel Ostyn
Art Director: Cedric Trefois
Copywriter: Tomas Van Loon
Photographer / Design Director / Design: Sebastien Greffe
Director / Cinematographer: Bjorn Tagemose
Design: Inge Vanhees, Charlotte Slegers
Calligraphy Artist: Misato Hazu
Music: Fresco
Published: April 2018
Short Synopsis:
Dim Dining is a restaurant in Antwerp. They serve Japanese food with a Western twist. As a stunt, we introduced Tasteful Tattoos. Japanese tattoos that are for free… But their meaning isn’t “Courage”, “Strength” or “Hope”, but “Sea Bass Sashimi”, “Crispy Duck Salad” or another dish on the menu of Dim Dining. And if you get the tattoo, you get the matching dish as well. People can register for a Tasteful Tattoo on http://www.dimdining.be/
Synopsis:
A Japanese restaurant in Antwerp offers people free tattoos. And they are actually tasteful. At first sight the tattoos look like any other Japanese tattoo but there is one big difference. The tattoos don’t translate as ‘hope’, ‘courage’ or ‘love’. Instead they have a meaning that is really worth something such as Crispy Duck Salad, Sashimi of Sea Bass or another dish of the menu. Because apart from the ink, those who have the name of a dish immortalized on their skin also get their meal for free at Dim Dining.
Dim Dining is an exclusive restaurant based in Antwerp, Belgium. Young chef Dimitri Proost serves Japanese food with a Western twist. “We wanted an idea that has the same sense of duality as used in the kitchen”, says Pieter Staes, Creative Director at Wunderman Antwerp. “Nobody in Belgium understands Japanese, so the meaning of Japanese tattoos is totally replaceable. That’s why we decided to turn them into a funny promotion.”
The agency turned 19 dishes, including starters, main courses and desserts, into Japanese tattoos. “Tasteful Tattoos look the same as any other Japanese Kanji tattoo, but they just have a surprising meaning and an interesting story behind them”, says Sebastien Greffe who is Design Director at Wunderman Antwerp. Every dish is available in six different styles going from traditional to Manga. There’s even a calligraphic style that was handmade in Japan.
The idea is introduced in an online video that shows six people getting a Tasteful Tattoo. Next to that, screen-printed posters and a tattoo menu that was bookbinded by hand and by Japanese tradition were made to spread the message inside the restaurant. People who want a tattoo can register on the website of Dim Dining. Dimitri will then select the winners who will get inked at Glorybound, a renowned tattoo shop in Antwerp. Afterwards, they are welcome at Dim Dining to enjoy the meaning of their tattoo.