ABOUT

The Creative Brief: YO! Sushi has recently revamped the brand and roles are being reshaped. The brand is aiming to move on from the New-Tokio neon style to the traditional Japan, based in expertise and genuineness. The roles are evolving, and in this case, they were looking for Head Chefs, able to cook and manage the whole flow of the restaurant. They are looking for candidates with perfect organising skills to train them to be chefs. The problem is that people feel they are under qualified and that the role is simply out of reach.
The Solution: Bridge this gap with a campaign that makes people aware that they are closer than they think to a new career as a Head Chef. And how to wrap it with traditional Japanese flavour? it seems opportune to use Haikus. They’re short, odd and tend to swiftly change topic in the last line. This makes them the perfect vehicle to deliver our unexpected message: ‘in six weeks, a fast food restaurant manager can become a Head Chef at YO! Sushi’. The poems aim not to be understood, but to stir intrigue, leading viewers to read the body copy.

Advertising Agency: Pink Squid
Copywriter: Amy Pass