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YO! Sushi — Shinsen!

The Challenge YO! Sushi were looking to move on as a brand - a Big Idea was needed. They wanted an overarching brand positioning, something that would set them apart, yet give them the creative flexibility to develop ideas (both brand and tactical) that would work as extensions of the Big Idea. Equally important to YO! was the authenticity of the idea – it had to be honest, unique, exciting and credible. The idea Shinsen! – enabling YO! to own ‘freshness’. Shinsen! is Japanese for fresh. At a surface level it encapsulates everything YO! stands for – the unmatched freshness of their fish, the very freshest ingredients, and food being prepared fresh in front of customers. But it’s so much more than that – it’s about a fresh way of thinking: how new dishes are created; where ingredients are sourced; how staff are recruited and trained, and new ways of speaking to customers. We soft-launched Shinsen! through YO!’s first-ever national radio campaign – three fun radio spots introducing the idea of Shinsen!. And as well as new in-store and OOH posters, we created three attention-grabbing 15-second, energetic films to showcase new dishes. These have gone down a storm on social.

Project Roles
Art Director, Creative Director
Art Direction, Conceptual, Design, Storyboarding
Advertising, Commercials - Radio, Social Media Content
Project Industries