W+K Tokyo Celebrates ‘Food Lovers’ for Booking.Com

By Erik Oster 

Last summer, W+K Tokyo launched Booking.com’s first-ever campaign in Japan with the spot “Here’s to Explorers.” Now the agency is back with a pair of new broadcast spots that have a different focus (and target), “Food Lovers.”

The 30-second broadcast spot promises viewers that Booking.com can “Find the ideal accommodation to satisfy your appetite.” It opens on two travel buddies enjoying a meal on a cruise and remarking on how many delicious things there are to eat. “Plus we can eat them in the hotel. That’s pure heaven!” they add, at another culinary destination.

Throughout the ad the approach of the friends seemingly continuing the conversations while chowing down in different locations continues, concluding with one friend asking the other if food is all he thinks about while grilling at a remote cabin and meeting an unexpected guest. (We’re pretty sure the answer is yes, and we can relate.) The 15-second version of the ad focuses on different expressions of “delicious” at the various locations.

Despite the different focus, the overall approach of targeting a specific kind of traveler (in this case the food obsessed) while highlighting different Booking.com destinations, is essentially the same. In addition to the broadcast spots, the integrated campaign also includes a series of online ads and social media components. Two more broadcast spots will follow the efforts, with a series of online and social media films released throughout the summer, concluding with “One Minute Weekends,” a series featuring recognizable hip-hop performers rapping about their travel adventures debuting at the end of the summer, followed by further efforts throughout the year.

Executive Creative Directors: Mike Farr, Tota Hasegawa
Art Director: Daisuke Maki
Copywriter: Charlie Gschwend, Hiroki Ishiyama
Agency Film Producer: Kenji Tanaka
Account Team: Takemi Sakairi, Shinya Kamata
Strategic Planner: Hidemi Takeuchi
Designer: Daisuke Asada
Social Strategist: Nagaomi Kawaharada
Assistant Agency Film Producer: Kosuke Sasaki
Production Assistant: Joaquin Zuluaga
Digital Producer: Reiko Kawaguchi
Studio Manager: Lizzie Murray
Translator: Toshiko Iida

PRODUCTION COMPANY: kichi inc./ROBOT Communications
Director: Hidehisa Kitaoka
Producer: Satoshi Takahashi, Fumikazu Matsubara, Keita Suwa
DOP: Kazuma Shinde
Gaffer: Mitsugu Isozaki
Grip: Sadayuki Iwata
Production Design/Props: Sango Nakamura
Stylist: Naoki Yamada
Hair & Makeup: Miya Kitsukizawa
Drone Operator: Michito Tanaka
Locations Manager: Katsuya Chida, Taro Honma, Takuya Miyamoto
Production Manager: Shota Hoshi, Tatsuya Hasome, Takeshi Daimon

Editor: Aika Miyake
Post Producer: Megumi Irino
Online Artist: Yusaku Yasuda
Colorist: Ben Conkey
Assistant Editor: Luc-Yan Picker
Colorist Assistant: Toshiki Kamei, Federico Capogreco
VFX Assistant: Tomomi Ogawa

MUSIC COMPANY: Mutato Muzika
Sound Design: BumBum
Mixer: Yoshito Morita
Sound Recording: Shuji Komaki
Casting Director: Ko Iwagami