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Flavour of Home

Challenge:

There were many Japanese expatriates left stranded in Jakarta during the COVID-19 pandemic and the agency was tasked with launching a campaign to remind them of the taste of home at Sushi Sei restaurant.

Idea:

We conveyed the thought as the “Flavour of Home” in a print and poster campaign that featured sushi-inspired elements in various picturesque settings reminiscent of Japanese hometowns, all designed to evoke emotion in the expats. This visual feast came in five versions, highlighting five sushi favorites: Sake (salmon), Tamago (egg), Ika (squid), Maguro (tuna) and Tako (octopus).

Results:

The “Flavour of Home” campaign saw a marked increase in the number of patrons who came in to ease their yearnings for the authentic flavors of their hometown food.

Advertiser: Sushi Sei

Agency: Hakuhodo Indonesia

Chief Creative Officer: Woon Hoh

Executive Creative Director: Chow Kok Keong

Creative Director: Fajar Noor Fathjri

Art Director: Chow Kok Keong / Nikholas Alviyanto / Woon Hoh / Nicholas Kosasih

Writer: Chow Kok Keong

Designer: Lim Whay Yin / Ching Kai Sieng / Chow Kok Keong / Nikholas Alviyanto / Woon Hoh

Illustrator: Lim Whay Yin / Ching Kai Sieng / Nikholas Alviyanto

Producer: Gema Muttaqin

Creative Coordinator: Firsti Ayu

Account Servicing: Ken Horinouchi / Euvine Winarni

Animator: Joy Hartono

Audio: Sound Village