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THE PHOTOGENIC BEER

basics
Industry: Alcoholic drinks
Media:Promotion & Event
Market:Japan
Style: Minimalism
descriptioncnen
Describe the brief from the client:
Beer. It’s pretty much the same drink its always been. And so is the way companies sell it. Same old images, same old slogans. At KIRIN ICHIBAN, one of the oldest beer brands in Japan, we wanted to change all that by getting young Japanese drinkers excited about beer again.

Promotion Development:
By changing the product, not the AD. Create some VISUAL 'SIZZLE'
We discovered that fluffy white foam, rather than the golden brew, was what the consumers found visually appealing.
Using a special beer server we invented, we froze the beer foam and placed it on top in the shape of soft-serve ice cream, ending up with a groundbreaking look, 'The Photogenic Beer'. Plus, it kept the beer really cold!!

Results:
KIRIN ICHIBAN ’s reinvention of beer was everywhere. News outlets picked up on the story, giving us approximately 2.1million dollars worth of free exposure. Over 2,200 locations in Japan began serving our frozen beer, boosting sales 5% higher than the previous year. By offering Japanese drinkers this revolutionary product, young people looked at beer in a new way. We were cool again. And now we are sharing it with the world, opening frozen beer establishments in eight countries.

Relevancy to Product/Service:
The idea was to have this enticing product generate its own buzz, on the news and across the Internet. The creation of frozen beer would be the AD.
6 special venues across Japan where the public could enjoy this innovative beverage attracted over 370,000 people. Foam shaped designs showed off the visual uniqueness encouraging people to take photos and share them via social media. Those photos became the AD.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Photography:
Design:
Planner:
Producer:
Director:
Other credit:Concept Direction/Space Design: Atsushi Muroi
Logo Design: Kimitaro Hattori
Concept Direction: Kunihiko Kadota
Pr Planner: Ryutaro Kihara
Strategic Planner: Makoto Katahira
Assistant Director: Toshiya Kaimoto
Production Manager: Tokuo Tanida
awards
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Alcoholic Drinks
New York Festival International Advertising Awards 2014
Second Prize Avant-Garde
Avant-Garde
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