Japan's Overseas Promotion Board wanted Hong Kong-nese to eat more sushi. But since Hong Kong is filled with spectacular food, they'd need a good reason.
Since 88 is a lucky number in Hong Kong, we gave them 88 reasons.
Welcome to the infinite world of sushi - based on a simple grid system, we filled an infinite canvas with all the contents.
To symbolize each content, we designed 88 unique icons, inspired by the traditional Japanese emblems - "Kamon".
Client: The Japan Food Product Overseas Promotion Center | Agency: Ogilvy Japan | 2019