Cultural / Context information for the jury

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.

Tell the jury about the illustration.

The agency conveyed the thought as 'Flavour of Home' in a 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.