Mitsuba

The human truth
On a supermarket shelf you can see a flavour, but you can’t feel it. And at a trade show, a free sample is gone the moment the bag is empty.

The idea
Celebrate the unexpected. We made the punchy, fiery feeling of the snack into something you play instead of something you taste once.

What we made
An endless runner starring snack chef Umami. You sprint through neon Asian nightlife streets, dodge tuk-tuks and scooters and collect flavour power-ups, with a “MI, TSU, BA!” countdown at the start. It runs as a mobile web game and as an arcade cabinet at the centre of the Mitsuba booth at trade shows. A QR code takes your arcade score to your phone, and turns a play into a lead.

Results

• 50k players

• 32,124 new leads

• 7.3 plays per player

My role
Creative concept, Art direction, Character & environment styling