FLAVOUR OF HOME

Bronze Spike

Case Film

Presentation Image

TitleFLAVOUR OF HOME
BrandSUSHI SEI
Product / ServiceSUSHI SEI JAPANESE RESTAURANT
CategoryB03. Posters
EntrantHAKUHODO INDONESIA Jakarta, INDONESIA
Idea Creation HAKUHODO INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
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

Background

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.

Describe the creative idea (40% of vote)

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.

Describe the execution (40% of vote)

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.

List the results (20% of vote)

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.