Defy Definition

Part of House of Suntory’s ‘next gen’ portfolio of innovative spirits, Haku is an authentic Japanese vodka made from 100% "hakumai" white rice. Although it’s technically a vodka, it wins over fans who may traditionally dislike clear spirits with its complex, sake-influenced taste profile. Very early on, the brand decided on an AAPI target consumer and a program that would explore the AAPI experience through a global lens. Kingsland created a strategic grounding for the program in the statement “Defy Definition,” as well as produced the campaign alongside director Steven Taylor. The result was Haku’s first major brand campaign, Defy Definition, launched in West Coast markets with a focus on Los Angeles in Q2 2021. Defy Definition takes an honest look at the Asian American experience, one that cannot be defined or packaged neatly with a bow, with the help of famed celebrity tattoo artist Dr. Woo and the "Golden Girl of Wellness" Candice Kumai, both of whom helped to raise awareness and funds for the campaign's charitable partner National ACE (the AAPI Chamber of Commerce).

Defy Definition

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