Cannes Lions
DRAFTFCB, San Francisco / KIKKOMAN / 2011
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Kikkoman Ponzu is a contemporary update to traditional soy sauce. The spot therefore used sophisticated art direction and modern, electronically-based music to convey a contemporary flavor. Product shots in slow motion and carefully designed fusion dishes were utilized for a gourmet look and feel. The heritage of the product and brand were embraced as well, with an Asian influence in the music, typography, and the use of positive and negative space.
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