The local specialty “Warasubo” surprised me: It is a fish that looks like an alien – but as a meal it is very light. It struck me that locals don’t think of it as anything special.

Saga City, set in a muddy bay on the Ariake Sea in Japan, was struggling to attract tourists. So we created the story of the Alien of Ariake.

Based on the fact that the local fish delicacy looks disturbingly otherworldly, we claimed an alien sighting. We filmed a short story and made a fake news report to seed on social media.

Our tiny budget generated staggering returns with news channels and national newspapers running the story. 

Now, every local restaurant is serving up the local delicacy and the town is finally on the tourist map. On this planet at least.

A unique combination of people and tools lets us get under the skin of brands, identifying insights to deliver effective creative ideas...but arguably it's the raw ambition and grit that makes the difference."

Steve Lunn, Creative Director, London

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