Soy Soy Dance / SOYRIZO Campaign with NJPW

A dynamic advertising campaign for SOYRIZO, a vegan chorizo by El Burrito, showcased at an NJPW wrestling event. The campaign featured the ‘Soy Soy Dance,’ engaging the crowd and shifting perceptions about vegan products.

This project was an advertising campaign for El Burrito’s Soy Rizo, a vegan chorizo made from soy. Although Soy Rizo is a plant-based product rich in protein, vegan products are often marketed towards urban women who embrace a healthy lifestyle. However, this campaign boldly targeted a different audience—male wrestling fans.

The advertisement was featured at a wrestling event, where the lively atmosphere helped shift the typically negative perceptions that many wrestling fans had about vegan products. The wrestlers on stage led the crowd in the “Soy Soy Dance” from the video, turning a fun experience into a powerful tool for changing attitudes. As the audience joined in, the campaign successfully created an electrifying environment that left a positive impression of Soy Rizo.

Client : El Burrito

Agency : O Planning
Producer : Chie Yamashita
Planner/ Director/ Editor : Takuma Dan
Music : Mathew Sato
Choreography: Nami Matsushita
DP : Maryna Kovaelvski
Camera Assistant : Keisuke Ogawa

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