Sagawa Shoyu Outdoor Onion by Ogilvy & Mather Tokyo

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Industry Sauces
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Ogilvy & Mather Tokyo
Chief Creative Officer Ajab Samrai
Executive Creative Director Ajab Samrai
Creative Director Ajab Samrai
Art Director Sei Sugiyama, Ajab Samrai
Copywriter Sei Sugiyama, Ajab Samrai
Producer Thorsten Meyer, Fred Kendall
Illustrator Sei Sugiyama, Ajab Samrai
Released December 2016

Awards

LIA Awards 2017
Poster Art Direction Campaign Silver Winner
Poster Use Of Illustration Campaign Silver Winner

Credits & Description

Client: Sagawa Shoyu Inc.
Agency: Ogilvy & Mather Japan Tokyo, Japan
Entrant: Ogilvy & Mather Japan Tokyo, Japan
Idea Creation: Ogilvy & Mather Japan Tokyo, Japan
Chief Creative Officer: Ajab Samrai (Ogilvy & Mather Japan Gk)
Executive Creative Director: Ajab Samrai (Ogilvy & Mather Japan Gk)
Creative Director: Ajab Samrai (Ogilvy & Mather Japan Gk)
Art Director: Ajab Samrai (Ogilvy & Mather Japan Gk)
Copywriter: Ajab Samrai (Ogilvy & Mather Japan Gk)
Illustrator: Ajab Samrai (Ogilvy & Mather Japan Gk)
Art Director: Sei Sugiyama (Ogilvy & Mather Japan Gk)
Copywriter: Sei Sugiyama (Ogilvy & Mather Japan Gk)
Illustrator: Sei Sugiyama (Ogilvy & Mather Japan Gk)
Producer: Thorsten Meyer (Ogilvy & Mather Japan Gk)
Producer: Fred Kendall (Hogarth & Ogilvy Inc.)
Editor: Dixon Wong (Ogilvy & Mather Japan Gk)
Account Manager: Takuya Murakami (Ogilvy & Mather Japan Gk)
Calligrapher: Ken Konno (Freelance)
Illustrator: Gyotaku (Freelance)
English Translation of Main Headlines:
Headline: Sagawa Soy Sauce. Just Enough Brings the Taste Alive.
Synopsis:
Soy Sauce was invented 600 years ago and is an essential condiment in Japanese cuisine. Sagawa Shoyu is one of the the earliest manufacturers and is located in Yanai City’s white-walled historic district in the Yamaguchi Prefecture. The delicate balancing act of brewing in the traditional method has been taking place there since the ‘Samurai’ era. The brand is at the quality end of the spectrum.
Sagawa briefed us to create a series of poster designs that dramatised the craftsmanship that goes into making their Soy and how it brings the taste of food alive. Too much Soy can ruin the flavour of food, too little and the natural flavour isn’t enhanced. With this principle in mind we engaged a Gyotaku artist (fish-printer). He took just the ‘right amounts’ of Sagawa Soy and used it as an ink on washi paper to illustrate the food. A visual feast of true flavours soon emerged through the Washi paper - Fish, Mushroom, Baby Octopus, Onion, Sweetcorn, Okra and Lotus Root. A master calligrapher completed the Designs: Sagawa Soy Sauce. Just enough brings the taste alive. Just as Sagawa Soy brings food to life, it brought the poster designs to life too and they exuded the brand values of quality, beauty and a sense of Japanese serenity.