Whales & Blossoms

Whales & Blossoms is a Japanese pottery exporter aiming to expand into the European and American markets. To attract the attention of their target customers and increase brand awareness, I chose to highlight a common observation: many people view the Japanese diet as healthy, yet they often don't understand the reasons behind it. There's also curiosity—and sometimes confusion—about the use of multiple small bowls and dishes at the Japanese dining table. This cultural insight became a key focus for this campaign.

Insight: demystifying the "many bowls" approach and connecting it to a tangible benefit like health and balance, especially for non-Japanese audiences accustomed to single-plate meals.

My idea: show familiar non-Japanese dishes (like Italian pizza or German schnitzel etc.) served on traditional Japanese tableware, emphasizing smaller portions and more greens. 

I created all the visuals using AI tools:

Here's why I think it's strong:

1. Relatability: It immediately grabs attention by presenting something familiar in an unexpected way. This creates a "pause and ponder" moment: "Why is my pizza on a Japanese plate? Oh, I get it!"

2. Benefit-Oriented: It subtly illustrates the portion control and diversity that the Japanese dining style promotes, without needing lengthy explanations. The visual shows the benefit.

3. Intrigue & Education: It invites curiosity. People will naturally wonder about the "why" behind the different bowls and smaller portions, opening the door for us to educate them about the health aspects (balanced diet, mindful eating, variety).

4. Aesthetic Appeal: Japanese tableware is inherently beautiful. Presenting common dishes on elegant pieces elevates the food and makes the act of eating feel more refined and intentional. This aligns perfectly with our brand.

5. Overcomes the "Mystery" Factor: Directly addresses the common non-Japanese perception of "too many bowls" by showing how even their food can fit and benefit from this system.