Hondashi© - Posters
Ajinomoto®

Brazil is home to the largest Japanese community outside Japan, yet younger generations are gradually losing touch with their ancestors' culinary traditions.

To reconnect them with their heritage, Hondashi created The Seasoning Saga, an anime-inspired campaign designed to engage otakus and younger audiences through their passion for Japanese pop culture.

Through the relationship between a wise master and his stubborn apprentice, the series blends entertainment and culinary education, revealing the complexity of traditional Japanese dishes and the essential role of Hondashi in achieving authentic umami.

Told across four social media episodes, the campaign uses the visual language of anime and manga to celebrate Japanese heritage and inspire a new generation to rediscover its culinary roots.

The Seasoning Saga reached over 35 million people, generated more than 6 million views, and drove over 50,000 interactions across social platforms.

Lürzer's Archive [Vol.04-2023]

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Project: Graphic Design
Role: Creative director/Graphic Designer
Illustrations: Heitor Amatsu
With: Cassio Guiot (CW), Vitor Elman and creative team.
Agency: The Weber Shandwick Collective/Cappuccino