3D enabled billboards, including a 360 immersive cube installed in Sydney's World Square.
Asahi Super Dry has launched a new global brand platform, Seek What Is Unique.
Created by Havas London in collaboration with Havas Creative Network agencies in Australia, Asia and North America, the campaign reflects the beer's distinctive brewing process and its crisp and refreshing taste profile, known as its signature Karakuch' taste.
The platform launches in Australia today with a 30-second film shot in Tokyo and directed by award-winning duo Alaska through production company Iconoclast.
The film follows a couple of friends on a night-time quest through the Japanese city. Showcasing Tokyo's blend of modern aesthetic and traditional roots, the couple navigate neon streets, narrow alleys and skyline rooftops before they finally discover a modern bar with a unique musical act - a singing puffer fish.
3D enabled billboards, including a 360 immersive cube installed in Sydney's World Square, will bring the platform into city spaces. Influencer collaborations will encourage consumers to seek out unique experiences by showcasing Melbourne's fashion culture and Sydney's food and arts scene.
"Our latest brand platform marks a confident and bold step forward in our global brand journey to drive growth," said Małgorzata Lubelska, global and category brand director at Asahi Europe and International.
"We are celebrating the unique taste of the number one Japanese beer as well as the unique culture of modern Japan, tapping into relevant consumer trends, through originality, modernity and the spirit of discovery."
Ben Eyles, head of beer at Asahi Beverages, said 'Seek What Is Unique is a celebration of what makes Asahi Super Dry a standout in Australia.
"We've seen phenomenal growth locally, with Aussies embracing the crisp taste and modern Japanese edge that sets it apart,” Eyles said.
The campaign represents Havas' first work for the brand since being appointed as global creative agency for Asahi Super Dry outside of Japan in December 2024, following a competitive pitch.
CREDITS
Project name: ASAHI SUPER DRY – SEEK WHAT IS UNIQUE
Asahi Super Dry, Global
Malgorzata Lubelska, Category and Global Brands CMO, Asahi Super Dry
Andy Box, Global Head of Brand, Asahi Super Dry
Marianne Caicedo, Global Senior Marketing Manager, Asahi Super Dry
Alice Garton, Global Senior Brand Manager, Asahi Super Dry
Alice Hodgson, Global Senior Brand Manager, Asahi Super Dry
Asahi Super Dry, Australia
Head of Beer, Asahi Beverages Ben Eyles
Marketing Manager, Asahi Super Dry (Australia) Marc Slater
Brand Manager, Asahi Super Dry (Australia) Gianni Cozzi
Creative Agency: Havas London and Havas Australia Packaging Design consultancy: Purple Design Agency Production: Prose on Pixels Media agency: Wavemaker
Director - ALASKA
Production Company - ICONOCLAST
Local Service Company - NAKAMA
Edit House: TenThree
