Strategy & Idea:
As an authentically Japanese beer, trying to be 'cool' would be an instant fail. Authenticity was key.
So the whole campaign was in Japanese (with translation via the website). And drawn by bona fide DC Comics artist, Philip Bond. Integrated press & OOH campaign, inc partner promotion with Yo Sushi and Wagamama.
As an authentically Japanese beer, trying to be 'cool' would be an instant fail. Authenticity was key.
So the whole campaign was in Japanese (with translation via the website). And drawn by bona fide DC Comics artist, Philip Bond. Integrated press & OOH campaign, inc partner promotion with Yo Sushi and Wagamama.
Above: Press media as magazine covers - to appear as though a real comic had been left there.
