Sagawa Shoyu Print, Outdoor Flounder Fish by Ogilvy & Mather Tokyo

Flounder Fish
The Print Ad titled Flounder Fish was done by Ogilvy & Mather Tokyo advertising agency for Sagawa Shoyu in Japan. It was released in Oct 2016.
Advertising campaign for Sagawa Shoyu

Sagawa Shoyu: Flounder Fish

Brand
Sagawa Shoyu
Media
Print, Outdoor
Released
October 2016
Posted
October 2016
Market
Japan
Industry
Sauces
Agency
Ogilvy & Mather Tokyo
Art Director
Sei Sugiyama
Art Director
Ajab Samrai
Producer
Thorsten Meyer

Awards:

LIA Awards 2017
PosterUse Of Illustration CampaignSilver Winner
PosterArt Direction CampaignSilver Winner
DesignArt DirectionBronze Winner
PosterArt DirectionBronze Winner
DesignUse Of IllustrationBronze Winner
PosterUse Of IllustrationBronze Winner
DesignPostersBronze Winner
Cannes Lions 2017
OutdoorPoster Craft: Art DirectionBronze Lion Campaign
OutdoorPoster Craft: IllustrationSilver Lion Campaign
Spikes Asia 2017
Print & Outdoor CraftArt DirectionGrand Prix
Print & Outdoor CraftIllustrationGold Spike Campaign
OutdoorFoodSilver Spike Campaign
Ad Stars 2017
OutdoorOutdoor Craft: Art DirectionSilver
OutdoorOutdoor Craft: Art DirectionBronze

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.