From Moncloa to Tokyo (almost!): how we turned rice triangles into a brand with edge.
When onigiris land in the heart of Madrid, we had to be there to welcome them. In the bustling Moncloa neighbourhood, Onit opened its doors (repurposing old seats from the Calderón stadium) to show the capital what this whole ‘eating onigiris’ thing is all about. With a ‘don’t call me sushi’, we launched their strategy and social media activation.
With lots of educational content, creativity and onigiris with personality, we managed their content and social advertising campaigns.
So far, the results have been excellent: a fun, highly visual brand with a hunger for the stuffed rice bite and an ambition to reach the moon, Japan and beyond.
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