In a category often diluted with stories of mateship, Asahi Super Dry needed to create a new wave of energy to break through to premium beer drinkers in its latest campaign, ‘Enter Asahi’.
In collaboration with both Asahi Beverages in Australia and Asahi Breweries in Japan, our campaign leverages the brand’s Japanese provenance in ways that feel authentic but more importantly, interesting, surprising and mysterious. It aims to tap in to consumers’ appreciation for discovery and exploration.
Directed by Marco Prestini from In The Thicket, the film takes audiences on a journey where imagination is not bound by reality. A world of giant squids, robot geisha, fierce warriors and loyal salary men.
The campaign will roll out internationally across broadcast, cinema, OOH advertising, digital, press, path to purchase and on Asahi’s social channels.