ABOUT

Challenge
Launch Asahi Super Dry 0.0% into the non-alcoholic beer category, worldwide. A category that had bombarded the market with ABV focused comms making immediate standout key to success. We focused on our core creative idea of 'Beyond Expected' as well as the product's historically unique flavour, rather than the already over-indexed category messaging.

Beyond ASD’s engrained link to food that they desired to break free from, one of the key elements of this project was placing Asahi Super Dry at the heart of drinking occasions not usually associated with the brand. Taking the brand out of its usual dark, night time setting and into the day time, extending the brand’s offering to consumers and opening up a whole new world of consumption moments. Not just after work drinks, but while at work, too. Not just evening meals, lunch as well. Not just watching sport but refreshment after exercise.

Solution
Our campaign idea revolved around the creative vehicle of progression, constantly moving through a series of zeros, through an almost kaleidoscopic world – going beyond the expected of a non -alcoholic beer and taking inspiration from of the famous music video for Seven Nation Army by The White Stripes. A treatment that was maintained throughout and its vibrancy encapsulated across the key visuals.

This complex and varied shoot was produced on location in Tokyo, Japan and during a regional typhoon... no mean feat, when you're kicking things off on a 42nd floor rooftop!

Post-production was an incredibly intricate process due to the technological complexity of the shoot, the VFX involved and the standard of film we all collectively desired to produce.