VML & Ogilvy Japan (VOJ) has won three silver and one bronze awards at the London International Awards (LIA) for its “Edible Literature” project, a multi-sensory literary experience through traditional Japanese sweets. With those awards, VOJ was also named the 2024 Regional Design Company of the Year for Asia.

“Edible Literature” is a new initiative created for Kameya Yoshinaga, a long-established confectionery shop in Kyoto, that fuses traditional Japanese sweets (wagashi) with literature. The project reimagines Osamu Dazai’s masterpiece, “Run, Melos” (Hashire Merosu), through four different wagashi. By consuming the wagashi in sequence with the story’s progression, the audience can “savor” the literary work using all five senses, including taste, sight, and touch.

Yosuke Kurata, Creative Director of VOJ who led the “Edible Literature” project, commented: “We are honored to receive multiple awards at LIA. Edible Literature was designed to introduce the artistry of Japanese sweets to a younger generation through a surprising and engaging experience. I’m thrilled that this attempt to carry Japanese tradition into the future has been recognized.”

Yasushi Arikawa, Chief Creative Officer, added, upon winning Asia Design Company of the Year: “We are delighted to receive this LIA recognition, especially the Design Company of the Year award. The Bungashi “Hashire Merosu” project clearly demonstrates our commitment to pushing creative boundaries. By blending the artistry of wagashi with the emotional depth of literature, we have not only created a unique product but also contributed to the preservation of Japanese culture. This award, earned through LIA’s rigorous judging process, is profoundly meaningful as it validates the significance of VOJ’s creative vision on a global stage and demonstrates the strength of our teamwork.”

“Edible Literature” also won a Bronze Lion at the Cannes Lions International Festival of Creativity in June 2024.

■ Award details are as follows:

Client: Kameya Yoshinaga
Campaign: EDIBLE LITERATURE

2024 Regional Design Company of the Year Award for Asia
Design – Experiential Design: Silver
Package Design – Craft – Art Direction: Silver
Package Design – Special Editions: Silver
Direct – Craft – Art Direction: Bronze
Design – Craft – Art Direction: Finalist