YO! Sushi

Challenge: The right people aren’t applying for Head Chef roles at YO! Sushi Insight: People feel they are under qualified and that the role is simply out of reach. Solution: Bridge this gap with a campaign that makes people aware that they are closer than they think to a new career as a Head Chef. Creative rationale: Haikus are traditional Japanese poetry, they often open with a focus on nature, and close with an unexpected seemingly disjointed revelation. Given the (unexpected) nature of the message we were delivering, we felt Haiku poetry was a charmingly appropriate construct.