86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

DESIGN NORI (SEAWEED)

ClientUMINO SEAWEED STORE
TitleDESIGN NORI (SEAWEED)
Product/ServiceSEAWEED
Entrant Company:I&S BBDO Tokyo, JAPAN
Advertising Agency:I&S BBDO Tokyo, JAPAN
Credits
Name Company Position
Kenichiro Shigetomi I&S BBDO Inc. Creative Director / Art Director / Designer
Ririko Murata I&S BBDO Inc. Planner
Kiyoyuki Enomoto I&S BBDO Inc. Copywriter
Takuto Kawata Designer

Describe the campaign/entry:

Client's original Nori (seaweed), a fusion of traditional Japanese design and latest cutting technology

Give some idea of how successful this campaign/entry was with both client and consumer:

First off, we made the decision to apply design thinking to the product itself, not just the packaging. We also needed to choose the right designs. We wanted to convey our classic brand heritage and our positive hope for the future so that our customers could sense our values and feel more optimistic when seeing our designs. So we carved into nori various classic patterns (MonYo) from Japanese history that signify happiness, long-life, etc. By combining a traditional product with a modern laser cutter, these patterns create an entirely new type of nori never seen before. The designs are entirely new for the industry, and convey both our wish for the future, as well as our respect for the past.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The tragic tsunami of March 2011 dramatically affected all industries in Northern Japan. Our client was one of them. They came to us, their channels of distribution damaged, their business hurting, and asked us to create an online campaign for them that would help to rebuild their business. But it¹s hard to think of a product that could spur less interest online than a black square of seaweed. The design of a square of nori has not changed since its creation in the 15th century.