It was a traditional Japanese rice ball and we turned it into an everyday ally for students, skaters and young entrepreneurs in the capital.
Onit landed in Madrid to prove that onigiri is much more than sushi. Under the motto ‘Don’t call me sushi’, we developed a content strategy based on cute-edutainment, showcasing its healthy, indulgent and on-the-go qualities by combining that irresistible kawaii aesthetic with the cheeky, castizo attitude of an Atlético de Madrid fan.
Our strategy tackled a twofold cultural challenge: surprising those who had discovered onigiri in Japan by letting them rediscover it in Madrid, and winning over those who had never tried it, making it feel like their own from the very first bite.
