Asahi Super Dry, Japan's number one beer brand, has debuted its first ever global campaign, anchored by a spot that invites drinkers to follow their curiosity and discover its crisp, dry flavor, known as "karakuchi."
The campaign is the first work by Dentsu Mcgarrybowen in London for the brand, after it won the account in January.
Directed by Noah Harris for Agile films and set in urban Japan, it sees three people follow a red light underground, and then finally emerge in a secret rooftop bar. The production, which took place over three days, used 265 gigabytes of choreographed projections to create a dynamic, changing environment in which red light was used as a metaphor for curiosity. Some of the environments were created entirely in a videogame engine, and then projected in real-time.
The campaign also includes digital and out-of-home advertising, as well as an on-pack promotion giving consumers the chance to win a trip to Tokyo or an Asahi Super Dry beer foamer, delivering the “karakuchi” serve at home.