A Slice of life in Tokyo, a view from the sushi train…

A Slice of life in Tokyo, a view from the sushi train…

I saw the video below from a tweet by Drew Coffman.

It made me smile.

I couldn’t take my eyes off it. The slice of life realness and the varied reactions of diners are fascinating.

The GoPro image was taken by Vlogger Tkyosam, an American living in Tokyo who captures his adventures on camera.

But apparently not everyone is a fan. Sushiro, the sushi chain featured in in this clip, has banned photography in their restaurants and claim they will prosecute offenders.

Some have claimed there’s a gulf in terms of etiquette between East and West. I’m not sure if cultural differences are a major factor here. Apparently most of the negative reactions have been about privacy and food safety. They sound like pretty universal concerns to me.

Sometimes, it’s harder for people to recognise similarities because they are more concerned about finding differences.

I’d say, enjoy this clip. And smile.

The right balance in multicultural marketing

The right balance in multicultural marketing

Since our SunRice campaign launched during Lunar New Year, we’ve had lots of interest from clients and prospects. They’re particularly interested about IDENTITY Communication’s view on multicultural talent in creative.

I always start with this story…

“Box Hill is a well-known Chinese suburb. There are all Chinese billboards on the street and 9 out 10 are Asian faces. You see more international (non-Chinese) people in Shanghai than here” Weibo post. 

It came up in branding work for a large retail client earlier this year. During the insight and discovery phase, this nugget unlocked a crucial insight that had us reassessing our recommendation. Surely, you’d expect Chinese in Australia to love being in an area that is predominantly Chinese, right?

Maybe not…

In higher education, particularly in courses which Chinese international students are the predominant group enrolled, these students are finding that too much of a good thing might not be good after all. Some are craving more diversity in their class and express an interest to mix outside of their group to get a more authentic experience of Australia and Australian education.

That’s lead us to this insight:

Being lumped in with people like you all the time is comforting at first, but before long, you want to explore and experience more of Australia. After all, isn’t that why migrants and international students come to a sunburnt country?

But how should we treat these audiences in multicultural creative? Is it to make sure everyone is represented, like below? 

But what if you miss one group? Awkward. And how do you avoid producing creatives that come across as tokenistic?

Take a look at NAB’s Life – More Than Money campaign above. A well told story that focuses on a universal truth. We all love and want success for our children, don’t we? So let’s tell that story from one perspective, in this case, it’s an Asian-Australian one.

The single-minded  focus makes this creative more powerful, more compelling. It’s one of my favourite ads of recent years.

Context is important, too. Instead of being a United Nations of representation, bringing it back to what’s authentic and real.

The Rice Breaker, our campaign for SunRice, depicted a uniquely migrant experience of inviting your neighbour to dinner for the first time.

It’s real, it doesn’t feel tonkenistic.

Migrants don’t live in their own bubble so we should find ways to represent that in creative.

How does that compare with multicultural creative you’ve seen lately? Where does it fit in the tokenistic/cliche to authentic scale? Think about the Chinese New Year creative you’ve seen lately… red and gold, 8’s, papercut pigs, smiling Chinese family in traditional costume, much?

Oh, and make sure this more inclusive approach is reflected in your media investment. Your media plan should use all relevant touch points; a ‘mainstream’ channel like Out of Home might be just perfect to extend your campaign reach.

I’m glad IDENTITY’s work has inspired and stirred interest. Really looking forward to seeing great creative that genuinely reflects modern Australia.

Seen any other great work lately? Share it with us in the comments. 

SunRice brings cultures together in Chinese New Year campaign

SunRice brings cultures together in Chinese New Year campaign

Mumbrella, 5 February 2019

SunRice has launched a new campaign which attempts to bring different cultures together over rice.

The ad, which has been created for Chinese New Year, features a new migrant family hosting their neighbours for dinner. The long silence is broken with the SunRice is brought out.

Throughout the ad people are seen eating the rice in different ways, including with tomato sauce.

The ad was created by Identity Communications.

Andrew Jeffrey, head of marketing at SunRice, said in a statement: “Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them.

“As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families. Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community.”

Thang Ngo, managing director at Identity Communications, added: “here are around one million Chinese speakers in Australia, making this audience highly attractive for brands. Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore.

“It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés. Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience.”

The campaign is rolling out on SBS TV and Chinese and Vietnamese channels including Pay TV, digital, print and online.

Credits

Client: SunRice

  • Head of Marketing & Insights: Andrew Jeffrey
  • Senior Marketing Manager: Shannon Cumberlidge
  • Brand Manager: Peta Thomas

Agency: Identity Communications

  • Managing Director: Thang Ngo
  • Head of Studio: Tobias Young
  • Creative Director: Yasmin Quemard
  • Art Director: Rachel Liang
  • Writers: Yasmin Quemard, Brenda Leung and Sean Zhu
  • Translation Management: Brenda Leung, Albert Han
  • Designer: Rachel Liang
  • Head of Strategy: Thang Ngo
  • Client Services Director: Angelica Naranjo
  • Production Coordinator: Murray Wallace
  • Lead Developer: Dipak Sadaul
  • Production Company: Clockwork Film

SunRice recreates modern migration experience in cultural campaign

SunRice recreates modern migration experience in cultural campaign

AdNews, 4 February 2019

SunRice is discarding the usual cultural clichés this Chinese New Year with a new campaign that aims to create a more authentic portrayal of an Asian-Australian family.

The campaign depicts a new-migrant experience – hosting their Australian neighbours for dinner for the first time. The initial dinner table awkwardness is immediately overcome when a bowl of Sunrice arrives.

The spot positions SunRice as the ideal cultural “rice breaker” in the situation, launching to coincide with Chinese New Year.

“Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them,” SunRice head of marketing Andrew Jeffrey said.

“As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families. Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community”.

The campaign creative was developed by multicultural communications agency, Identity.

Identity MD Thang Ngo said: “There are around one million Chinese speakers in Australia, making this audience highly attractive for brands.

“Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore. It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés.

“Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience”.

The campaign will be rolled out on SBS TV and Chinese and Vietnamese channels including pay TV, digital, print, Weibo and WeChat social media and bi-lingual out of home.

SunRice breaks stereotypes with Chinese New Year campaign via Identity Communications

SunRice breaks stereotypes with Chinese New Year campaign via Identity Communications

Campaign Brief, 4 February 2019
SunRice is celebrating Chinese New Year with a campaign via Identity Communications, Sydney, featuring an Asian-Australian family.
 
SunRice is launching a national campaign depicting a new-migrant experience – hosting their Australian neighbours for dinner for the first time. The initial dinner table awkwardness is immediately overcome when a steaming bowl of SunRice arrives, proving that SunRice is the ideal cultural ‘rice breaker’.
The campaign will be rolled out on SBS TV and Chinese and Vietnamese channels including Pay TV, digital, print, Weibo and WeChat social media and bi-lingual out of home.

 

“Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them,” says Andrew Jeffrey, head of marketing at SunRice. “As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families. Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community”.

The campaign creative was developed by multicultural communications agency, Identity. Says managing director Thang Ngo: “There are around one million Chinese speakers in Australia, making this audience highly attractive for brands. Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore. It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés. Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience”.

CREDITS

Agency: Identity Communications
Creative Director: Yasmin Quemard
Art Director: Rachel Liang
Writers: Yasmin Quemard, Brenda Leung and Sean Zhu
Translation Management: Brenda Leung, Albert Han
Designer: Rachel Liang
Head of Strategy: Thang Ngo
Managing Director: Thang Ngo
Head of Studio: Tobias Young
Client Services Director: Angelica Naranjo
Production Coordinator: Murray Wallace
Lead Developer: Dipak Sadaula

Production Company: Clockwork Film

Client: SunRice
Head of Marketing & Insights: Andrew Jeffrey
Senior Marketing Manager: Shannon Cumberlidge
Brand Manager: Peta Thomas