THE SOY SAUCE POSTER

Gold Spike

Case Film

Presentation Image

TitleTHE SOY SAUCE POSTER
ClientSAGAWA SHOYU INC.
Product / ServiceSOY SAUCE
CategoryB04. Posters
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Idea Creation OGILVY & MATHER JAPAN Tokyo, JAPAN

The Campaign

Too much Soy can ruin the flavour of food, too little and the natural flavour isn’t enhanced. With this principle in mind we engaged a Gyotaku artist (fish-printer) He took just the ‘right amounts’ of Sagawa Soy and used it as an ink on washi paper to illustrate the food (see case video for process) A visual feast of true flavours soon emerged through the Washi paper - Fish, Mushroom, Baby Octopus, Onion, Sweetcorn, Okra and Lotus Root. A master calligrapher completed the Designs: Sagawa Soy Sauce. Just enough brings the taste alive. Just as Sagawa Soy brings food to life, it brought the Poster Designs to life too and they exuded the brand values of quality, beauty and a sense of Japanese serenity.

Creative Execution

Too much Soy can ruin the flavour of food, too little and the natural flavour isn’t enhanced. With this principle in mind we engaged a Gyotaku artist (fish-printer) He took just the ‘right amounts’ of Sagawa Soy and used it as an ink on Washi paper to illustrate the food (see case video for process) A visual feast of true flavours soon emerged through the Washi paper - fish, mushroom, octopus, onion, sweetcorn, Okra and lotus root. A master calligrapher completed the Designs with: Sagawa Soy Sauce. Just enough brings the taste alive. The Poster Designs were placed in sale points around Japan but in particular around Shibuya at the heart of Tokyo where we have one of the highest footfall and numbers of restaurants in the world.

Indication of how successful the outcome was in the market

Our Designs in the end exuded quality, beauty and a sense of Japanese serenity, all the brand values of a company that's been doing it for 187 years since the Samurai era ‘authentic Style’ The brand is in the premium sector and continues to have year on year growth with 5% growth for 2016-17. Furthermore Sagawa continues to spread its net with the best sushi restaurants in Japan. They are now also for the first time exporting in Asia in 2017.

Sagawa briefed us to create a series of Poster Designs that dramatised the craftsmanship, love and attention that’s been going into making their product for 187 years and how it really brings the taste of food alive. In short the Poster Designs had to exude quality, beauty and a sense of Japanese serenity, the brands values. The Poster Designs were placed in sale points around Japan but also around Shibuya at the heart of Tokyo where we have one of the highest footfall and numbers of Restaurants in the world.

Credits

Name Company Position
Ajab Samrai Ogilvy & Mather Japan GK Chief Creative Officer
Ajab Samrai Ogilvy & Mather Japan GK Executive Creative Director
Ajab Samrai Ogilvy & Mather Japan GK Creative Director
Ajab Samrai Ogilvy & Mather Japan GK Art Director
Ajab Samrai Ogilvy & Mather Japan GK Copywriter
Ajab Samrai Ogilvy & Mather Japan GK Illustrator
Sei Sugiyama Ogilvy & Mather Japan GK Art Director
Sei Sugiyama Ogilvy & Mather Japan GK Copywriter
Sei Sugiyama Ogilvy & Mather Japan GK Illustrator
Thorsten Meyer Ogilvy & Mather Japan GK Producer
Fred Kendall Hogarth & Ogilvy Inc. Producer
Dixon Wong Ogilvy & Mather Japan GK Editor
Takuya Murakami Ogilvy & Mather Japan GK Account Manager
Ken Konno Freelance Calligrapher
Gyotaku Freelance Illustrator