Sagawa Shoyu Print, Outdoor Mushroom by Ogilvy & Mather Tokyo
Sagawa Shoyu: Mushroom
Awards:
| LIA Awards 2017 | ||
|---|---|---|
| Poster | Use Of Illustration Campaign | Silver Winner |
| Poster | Art Direction Campaign | Silver Winner |
| Cannes Lions 2017 | ||
| Outdoor | Poster Craft: Art Direction | Bronze Lion Campaign |
| Spikes Asia 2017 | ||
| Print & Outdoor Craft | Art Direction | Grand Prix |
| Outdoor | Food | Silver Spike Campaign |
| Outdoor | Food | Bronze Spike Campaign |
Credits & Description:
Title: Mushroom
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.