Ad agency I&S BBDO Inc in Japan was asked to create an online campaign for the Umino Seaweed Store, a company producing nori (the sheets of seaweed used in making sushi) that had been badly affected by the tsunami.
Unfortunately, and particularly in a Japanese context, nori is a very boring product to advertise, so the company looked for ways to differentiate the product and get it some online buzz.
Remember I did a certificate in Online Marketing last year? Well, we were told again and again that original and persuasive content is the key to online campaigns that work, so the agency’s strategy of tweaking the product itself in an original and beautiful way was utterly inspired.
Because of the horrible circumstances of the tsunami, the agency looked to traditional Japanese designs for longevity, good fortune, hope, happiness etc. to create a positive vibe around the product and the campaign has since won many awards.
After poking round the Internet, I discovered that Seattle’s very own Food Geek had also had a very similar idea (and made some beautiful photos). Feast your eyes on these.
Can someone please produce these commercially? They would make such beautiful onigiri.