Australian advertising agency JWT Sydney worked with Japanese sushi restaurants in Sydney to raise funds for the Red Cross Japan Appeal in the days following the devastating earthquakes and tsunami. Different coloured donation plates were placed on sushi trains, each valued at different amounts in line with the pricing of the standard sushi plates. Customers were invited to pick up the plates and pay their donation at the cashier, along with the rest of their bill. Donation plates piled up in the restaurant became a showpiece for the restaurant to encourage further donations. The plate stacks also symbolized the rebuilding of Japan. In a short time over $15,000 was raised. The campaign won a Silver Outdoor Lion at Cannes International Festial of Creativity.
The Donate a Plate for Japan campaign was developed at JWT Sydney by executive creative directors Angus Hennah and Mark Harricks, art director John Lam, copywriter Jason Ross, account supervisor Anne Gibson, senior account manager John Kim, photographer/editor Jesse McElroy, and designer/typographer Jeffrey Oley.