Based on the idea that the "medium is the message", we developed a special crafted piece to promote “Sushi Fest”.

"Sushi Fest" is Europe’s first traditional sushi festival.

How to advertise it on a magazine in a non-traditional way?

We used a space normally overlooked: the page margins.

In those areas we printed images of sushi ingredients.

And a back cover with nori seaweed texture.

Then we rolled it like a Japanese sushi roll and sent this surprise to “Gin Lovers” magazine subscribers.