Beer brand Asahi Super Dry aims to engage consumers at a more personal level with its latest campaign 'Enter Asahi.'
The campaign film was created in collaboration with both Asahi Beverages in Australia and Asahi Breweries in Japan, as well as The Monkeys and director Marco Prestini. The ad showcases giant squids, robot geisha and fierce warriors, ultimately revealing the bottle of Asahi in the end.
The campaign will roll out across broadcast, cinema, OOH advertising, digital, press, path to purchase and on Asahi’s social channels.
According to The Monkeys Melbourne chief creative officer, Ant Keogh, Japan is an exciting and enigmatic place where the traditional and technological collide. "This was our inspiration for the ‘world of Asahi’".
He added: “We avoided a traditional narrative, and took a more surreal, music-video inspired approach. The loose ‘story’ leads to a mysterious Japanese character who collects giant squid and owns a secret research facility dedicated to pruning the perfect Bonsai tree.
"The idea being that kind of perfectionist would favour precision-brewed Asahi. Having said all that, if people think the ad is cool, Japanese and remember it’s for Asahi, then we’ve probably done our job.”
Asahi Premium Beverages marketing manager, Michael Vousden, said, “We are very excited to build our foundations for the future and evolve the Asahi Super Dry brand platform and creative proposition into a compelling ‘Enter Asahi’ campaign. The creative impact will cut through to our target and will help recruit the next generation of Asahi Super Dry drinkers in Australia.”