The Campaign

Gin no sara’s sushi uses quality ingredients. The fish is excellent and simply delicious wherever you slice. To turn this into our message, we created videos that “delight”, wherever it’s sliced. In these videos, the characters end up with hilarious expressions regardless of where the viewers choose to pause it. We’ve all seen funny faces caused by random pausing, but this is the world’s first interactive video where, miraculously, facial expressions are always humorous, wherever it’s paused.

Creative Execution

We opened a special website dedicated to the campaign to share the videos. We also enabled the site's visitors to order Gin no sara's sushi online within the website.

The videos were paused over 20 million times by the website's visitors. Individual users enjoyed pausing the videos for more than a 100 times each. The campaign was covered extensively, including network TV, and generated excellent buzz on Twitter and on Facebook. As a result, Gin no sara's website enjoyed a 57% increase in online sushi delivery orders. But above all, the campaign created numerous smiles. The quality of sushi is defined by how delicious the ingredients are. This is what's important to the Japanese who often eat sushi. And this is why we concentrated on creating a compelling message about how Gin no sara Sushi Delivery uses high-quality ingredients.

Our target is every sushi-lover out there.