Challenge:

There were many Japanese expatriates left stranded in Jakarta during the COVID-19 pandemic and the agency was tasked with launching a campaign to remind them of the taste of home at Sushi Sei restaurant.

Idea:

We conveyed the thought as the “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 expats. This visual feast came in five versions, highlighting five sushi favorites: Sake (salmon), Tamago (egg), Ika (squid), Maguro (tuna) and Tako (octopus).

Results:

The “Flavour of Home” campaign saw a marked increase in the number of patrons who came in to ease their yearnings for the authentic flavors of their hometown food.