S&B
WASABI

campaign

PROBLEM

A lot of people are scared of wasabi.


SOLUTION

We created a friendly character to encourage trial and use outside of sushi joints.

Merit

Hatch Awards, Student Campaign

PRINT

Introducing Wes Abi. He knows he's hurt some, but he wants a second chance.

VIDEO

TV spots and vlogs follow Wes' life and his story.
Videos conclude with soft sell that invites them to subscribe and watch more.

INSTAGRAM

Follow Wes Abi's life adventures.
p.s. click on the nightwalks post, it's a video

TWITTER

Wes has deep thoughts. And real feelings. And he just wants to be heard.

CREDITS

Art Director: Jason Gan

Copywriter: Clemence Pluche