Title | 88 REASONS |
Brand | JFOODO |
Product / Service | BRAND CAMPAIGN |
Category | A06. Overall Aesthetic Design |
Entrant | JFOODO Tokyo, JAPAN |
Idea Creation | OGILVY JAPAN Tokyo, JAPAN |
Production | HOGARTH JAPAN Tokyo, JAPAN |
Production 2 | AMANA Tokyo, JAPAN |
Production 3 | FLAG Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Doug Schiff | Ogilvy Japan | Chief Creative Officer |
Ricardo Adolfo | Ogilvy Japan | Executive Creative Director |
Junkichi Tatsuki | Ogilvy Japan | Associate Creative Director |
Odding Wong | Ogilvy Japan | Art Director |
Maki Enomoto | Ogilvy Japan | Senior Copywriter |
Wataru Miyahara | Ogilvy Japan | Copywriter |
Naoko Yamakawa | Ogilvy Japan | Strategic Director |
Kei Asakura | Ogilvy Japan | Group Account Director |
Takuya Murakami | Ogilvy Japan | Senior Account Manager |
Masaki Kato | Ogilvy Japan | Program Associate |
Yoshiaki Tada | Hogarth Japan | Senior Producer |
Tatsunari Saito | Flag | Film Director |
Naoki Fukushima | Flag | Film Producer |
Shohei Takabashi | Flag | Editorial Writer |
Kentarous Yasunaga | Freelance | Photographer |
Kanako Shirao | Freelance | Illustrator |
Koichiro Takahashi | Amana | Photo Producer |
Shogo Hiroki | Amana | Photo Producer |
Shuji Masumoto | AgWORKS | Web Producer |
Sachiko Masumoto | AgWORKS | Frontend Engineer |
Ryota Hiramoto | JFOODO | Overseas Promotion division |
Since those in Hong Kong have great Cantonese food to choose from, which is so much a part of their culture, we needed to give them a good reason to eat Japanese sushi. So we dug deep and gave them 88 reasons in one site. We also knew that Japanese culture was a big interest to those in Hong Kong, so we captured not just food, but the Japanese world surrounding Japanese fish in a kind of endless and boundless treasure of Japanese culture. We did this by creating a kind of infinity feel to the website. There was really no end to it, or to the world of Japanese sushi, as it was built in a kind of loop or globe that brought you back to your original starting position if you searched far and wide enough. It became, truly, a traveling journey through the world of Japanese sushi.
The campaign, which launched near the end of February, 2019, is still live, convincing those in Hong Kong to enjoy Japanese sushi by giving them more than enough reasons. The scale was very much limited to Hong Kong, as it included references to local restaurants and stores where the sushi could be found. And along with the website were banners, bus ads, coop pieces with restaurants and shops, table tops, and a number of on-the-ground events in Hong Kong.