Kombu Hosu! Hosu! Virtual Kombu Kelp Drying - Rishiri Town | Clapboard Ad Archive
Rishiri Town’s 2019 digital campaign Kombu Hosu! Hosu! Virtual Kombu Kelp Drying, created by Geometry, innovatively promotes the cultural and economic value of Rishiri Kombu through an immersive mobile experience that bridges traditional kelp harvesting with contemporary digital interaction. Centered on a relatable storyline of a young couple in a cozy kitchen where the woman prepares Niku Jaga using kombu stock, the campaign pivots to the man’s discovery of the virtual kelp drying simulation on his smartphone. Guided by a spirited fisherman captain character, he learns the authentic kombu drying technique, which doubles as a recruitment tool for seasonal kombu harvesting jobs in Rishiri Town. This narrative serves as a direct expression of the product’s unique benefit—the prized culinary and cultural significance of Rishiri Kombu—which propels the protagonist’s journey from casual interest to active engagement in kombu drying work. The campaign’s use of regional dialects and a warm, instructive tone personalizes the brand’s heritage, making it accessible and appealing to younger audiences who might otherwise overlook traditional employment in a rural setting. The single digital asset seamlessly combines storytelling, interactive technology, and local flavor, designed exclusively for smartphone users to maximize reach and engagement within the Food & Drink sector. Geometry’s approach fits neatly within Clapboard’s FORMAT#6 BENEFIT CAUSES STORY framework, where the product’s benefit is the catalyst that drives the narrative and motivates action. The campaign earns 69/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how heritage food brands can leverage digital interactivity to revitalize local economies and cultural traditions while engaging a new generation through experiential storytelling.
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