Fish has played a very important role in Japanese food since ancient times. However, with the recent influx of Western food,

the habit of eating fish and the level of fish knowledge in Japan has dramatically declined. We challenged people’s ignorance about fish and stir some social debate by utilizing an urban legend that Japanese children believe that salmon actually swim in the shape of a fillet.

We made a robotic salmon fillet made of four tiny, rubber - covered motors which reproduced the delicate movements of a fish. With the help of an aquarium, we conducted a social experiment and released a film.

Over 400,000 views in a week

$400,000 free media exposure with only $800 production cost, 50 times ROI

Succeeded in getting attention for the program.

Viewer rate rose by 10%