The Sumo Roll, with a diameter of more than 10 cm, is the biggest sushi rill in the product range of Tsunami Sushi Bars, the market leader in the German sushi market. Considering this fact, the advertisement is meant to be over-sized as well. If you take a close view at the Düsseldorf International Airport, you can see that the whole construction is built by what looks like giant chop sticks. Just put a massive sushi roll in between the "chop sticks" and the XXL ad is done!
Agency: Serviceplan München, Germany.