Basic description of the project: Funa sushi is fermented sushi known for its strong smell and unique taste (similar to blue cheese or durian). It is totally different from ordinary sushi and has been enjoyed by people in certain regions in Japan for over 400 years.
The advertisement was rolled out in regions that still regularly produce Funa sushi to remind the people of the product that has been long forgotten. The ad was introduced in newspapers and internet and has become popular all across Japan. As a result, many tourists purchased Funa sushi as a souvenir and the sales went up to 130%.