ZEN restaurant conceals prices with moms’ heartfelt stories to celebrate Mother’s Day
ZEN, the leading Japanese restaurant establishment renowned for its commitment to ‘quality’, has joined forces with SOUR Bangkok to address a recurring conundrum surrounding Mother’s Day celebrations in Thailand. Traditionally, when families take their mothers out to dine, a common thing happens – typical ‘Asian Moms’ might complain about the meal prices, playfully argue over the bill, and even avoid letting their adult children pay. This special Asian characteristic shows how selfless they are and how much they care for their children, ensuring they don’t spend their hard-earned money excessively.
In response to this heartwarming sentiment, ZEN and SOUR Bangkok have collaborated to introduce the crafted ‘Priceless Menu’ for Thai Mother’s Day. This menu hides the prices and replaces them with heartfelt and valuable stories from mothers, amplifying the invaluable sacrifices they’ve made for their children. By scanning a QR code, only the adult children can see the prices, allowing them to express love by handling meal costs, free from bill disputes and easing mom’s concerns due to their stable careers. Adding to its charm, this menu doubles as a limited edition Mother’s Day card, offering a space for personalised well-wishes.
This unique initiative follows ZEN’s previous thought-provoking campaign, ‘Mom, It’s OK Not To Cook’, to celebrate super moms who can’t cook with meaningful food illustrations that became the talk of the town.
Credits
Client: ZEN Restaurant
Agency: SOUR Bangkok
ECD: Damisa Ongsiriwatta
MD: Pimmard Leenutaphong
Creative Group Head: Padcha Tanviruch
Senior Art Director: Sitta Chantarawong
Copywriter: Lacksanapatr Sirichaijumnong
Senior Designer: Montol Kawjang
Designer: Narintip Tantaksinanukit
Illustrator: OR-NE Ornnicha Chaisingharn
Account Director: Pitchayaporn Taivejasart
Account Manager: Chavisa Buakruen
Digital Media Director: Napas Warasestasak
Senior Performance Media Specialist: Wariya Kwanmuang
Senior Media Buyer: Jiraphat Chaithongkham
Media Buyer: Jitsopin Janwilai
Digital Media Planner: Ratchanon Charoensettasilp
Produce: Wuttipon Thanopajai
