THE IDEA:
Sparking Curiosity with Asahi Super Dry

Asahi Super Dry, Japan’s No. 1 beer, is a progressive and aspirational brand with international appeal and strong local brand awareness. In a global ‘We Are The Curious’ campaign, how do we engage with the local market to inspire brand values and strengthen its power in market?

STRATEGY & EXECUTION

With ‘curiosity’ as the driving force of the campaign, our goal was to help the audience visualize that concept through moments of consumption – Explore, Share, Savour – across video, social media and PR.

In identifying the hero face of the campaign video, multi-hyphenate Juno Mak becomes the perfect fit as an artiste who carries a curious to discover mentality in his life and work. Authenticity was also key where we worked closely with him on the script to convey an original narrative of curiosity.

In the following month since launch, a variety of content creators were hand-picked to further amplify the spirit of curiosity through continued social buzz in conveying their own version of curiosity.