HONDASHI
2024
Campaign:
Hondashi - The Seasoning Saga
2024
Campaign:
Hondashi - The Seasoning Saga
BR
AJINOMOTO®
AJINOMOTO®
Hondashi consumers are concentrated on a generation that is getting older. The new generations has poor connection with it. So, we had to give something for the new generations to connect with Hondashi.
As the product is mainly used on asian recipes, we entered the anime/manga world - a fruitful territory - knowing that its fanbase is highly emotional and where the food always has a special place.
We created a manga series with 4 episodes, to talk to younger audiences. The story talks a lot about ancient Japanese culture, where a young apprentice can never disregard his master's experience.
︎ Published in Lürzers Archive Issue 4.2023
As the product is mainly used on asian recipes, we entered the anime/manga world - a fruitful territory - knowing that its fanbase is highly emotional and where the food always has a special place.
We created a manga series with 4 episodes, to talk to younger audiences. The story talks a lot about ancient Japanese culture, where a young apprentice can never disregard his master's experience.
︎ Published in Lürzers Archive Issue 4.2023
Project: Advertising/Poster/OOH
Role: Creative director/Head of Art
With: Cassio Guiot, Polianna Lima, Carol Cravo
Illustrations: Heitor Amatsu
Agency: Cappuccino Digital | IPG DXTRA
