Sagawa Shoyu Film, Outdoor Sagawa Shoyu Soy Sauce by Ogilvy & Mather Tokyo

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Sagawa Shoyu Soy Sauce

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Industry Sauces
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Ogilvy & Mather Tokyo
Art Director Sei Sugiyama, Ajab Samrai
Producer Thorsten Meyer
Released October 2016


Cannes Lions 2017
Outdoor Poster Craft: Illustration Silver Lion Campaign
Outdoor Poster Craft: Art Direction Bronze Lion Campaign

Credits & Description

Title: Flounder Fish
Agency: Ogilvy & Mather Japan
Brand: Sagawa Shoyu Inc.
Country: Japan
Entrant Company: Ogilvy & Mather Japan, Tokyo
Advertising Agency: Ogilvy & Mather Japan, Tokyo
Art Director: Ajab Samrai (Ogilvy & Mather Japan Gk)
Art Director: 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)
Entry Summary:
Soy Sauce was invented 600 years ago and is an essential condiment in Japanese cuisine. Sagawa Shoyu is the earliest manufacturer and located in Yanai City’s white-walled historic district.The act of brewing in the traditional method has been taking place there since the ‘Samurai’ era.Sagawa briefed us to create a series of Outdoor Posters that dramatised the craftsmanship that goes into making their Soy and how it brings the taste of food alive.IDEA: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.Just as Sagawa Soy brings food to life, it brought the Posters to life too.