Sushi. Like you’ve never seen it before.

The perpetual challenge: How do you break through the clutter in a casual dining space? When So Interactive was briefed by its client Ocean Basket to take their new Mediterrasian sushi range to the next level using innovative media, all the stops were pulled out to produce an inventive new benchmark of ‘amazing’.

Ocean Basket’s extended sushi range is one of a kind. Combining the best of Asian and Mediterranean flavours to meet a variety of exotic palates, this alternative sushi line-up deserves more than its weight in consumer exposure. World Sushi Champion and Ocean Basket’s Sushi Innovation Head, Pepi Anevski, developed eight new sushi creations.

So Interactive’s Creative Director, Letitia Lerm, says that while sushi is already a worldwide popular form of delicate food art, Mediterrasian sushi is by far a unique, flavoursome experience.

“It was important for us to give the viewer an experience beyond the copy and photography,” says Lerm. “The idea was to represent Ocean Basket’s sushi as a feast of flavours, enticing the heart and mouth to experience an all-round adventure.”

The idea shaped into #TheArtOfFusion – and the creative was born from there, using Facebook’s Canvas ad format as the main digital element to launch the campaign.

“Facebook Canvas ads are not uncommon in the field but is a new territory for local food brands. Our Ocean Basket campaign offered social media audiences a new and authentic visual experience, amplifying the impact of the beautiful imagery and video content,” adds Lerm.

There truly is something magical about seeing fresh food move at 1500 frames per second and the use of slow motion clips demonstrate a collage of artistic integration, inviting viewers to step inside the flavor combinations of the individual creations.

The art direction of the photography captured the essence of food art at its finest, and pushed the boundaries beyond the scope of previous Ocean Basket campaigns. They led the way into unchartered territory, resulting in a positive cross-platform rollout, which included carousel advertising and the full spectrum of social media interfaces.

Accompanied by clever descriptors and fun emoticon explanations for some of the original Japanese sushi names, the campaign unfolded in true So Interactive style.

It received a welcome reception, so much so, that it has since transferred to the big screen, now flighting in cinemas around South Africa.

“You don’t break through the mould by doing what you’ve always done just because it works; you break through the mould by shaking things up, stepping outside the proverbial box and taking risks, “says Lerm.

“By prioritising innovative thinking and creativity, our team was able to hold its own at the forefront of a solid strategy. ‘Amazing’ is certainly possible when you can do this, and, of course, when you have clients that aren’t afraid to push the boundaries,” ends Lerm.