|Title||FLAVOUR OF HOME|
|Product / Service||SUSHI SEI JAPANESE RESTAURANT|
|Entrant||HAKUHODO INDONESIA Jakarta, INDONESIA|
|Idea Creation||HAKUHODO INDONESIA Jakarta, INDONESIA|
|Woon Hoh||Hakuhodo International||Chief Creative Officer|
|Chow Kok Keong||Hakuhodo International||Executive Creative Director|
|Fajar Noor Fathjri||Hakuhodo International Indonesia||Creative Director|
|Chow Kok Keong||Hakuhodo International||Art Director|
|Nikholas Alviyanto||Hakuhodo International Indonesia||Art Director|
|Fajar Noor Fathjri||Hakuhodo International Indonesia||Art Director|
|Nicholas Kosasih||Hakuhodo International||Art Director|
|Woon Hoh||Hakuhodo International||Art Director|
|Lim Whay Yin||Hakuhodo International Indonesia||Graphic Designer|
|Ching Kai Sieng||Hakuhodo International Indonesia||Graphic Designer|
|Chow Kok Keong||Hakuhodo International||Graphic Designer|
|Nikholas Alviyanto||Hakuhodo International Indonesia||Graphic Designer|
|Firsti Ayu||Hakuhodo International Indonesia||Creative Coordinator|
|Ken Horinouchi||Hakuhodo International Indonesia||Account Director|
|Euvine Winarni||Hakuhodo International Indonesia||Account Director|
|Joy Hartono||Hakuhodo International Indonesia||Animator|
|Sound Village||Sound Village||Musician|
|Gema Muttaqin||Hakuhodo International Indonesia||Producer|
There were over 10,000 Japanese expatriates left stranded in Jakarta during the Covid-19 pandemic and the agency was tasked to launch a campaign to remind them the taste of home at Sushi Sei Restaurant.
In Japanese society, nothing says 'home' like familiar tastes. Throughout time and the Nikkei diaspora, Japanese have learnt to bring the flavours of home to the table and adapted their food with its environment, a concept reiterated by our campaign of using sushi-inspired elements infused with picturesque settings of Japanese hometowns.
The agency conveyed the thought as '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 expatriates. This visual feast came in 5 versions and highlighted 5 favourites such as Sake, Tamago, Ika, Maguro and Tako Sushi.
The 'Flavour of Home' campaign saw a marked increase in the number of patrons who came in to ease their yearnings for authentic flavours of their hometown food.