Sapporo
Pure
Sapporo was looking to expand its market share in the US. However, the brand suffered from low awareness and sales outside of on-premise occasions such as meals at sushi restaurants.
My team and I concepted a video-centric campaign specifically for their light beer, Sapporo Pure, that avoided tired industry tropes and instead toasted "modern Millennials" coming into their own while highlighting the unique heritage of Sapporo that they'd appreciate.
“Unlike Any other.”
At the heart of the campaign, titled “Unlike Any Other,” was a :30 commercial spot that was complicated both logistically and technically. Shot on-location, it featured a professional dancer air walking his way through the streets of downtown L.A. With a tight deadline, post-production had to be efficient even though it involved sophisticated VFX—specifically, sand-filled Zen garden rake marks forming under the feet of the dancer.
Our integrated media strategy leaned into connected TV, social media, display, search, and POS.
DIRECTOR | Alberta Poon
CREATIVE DIRECTOR | Colin Ayres
AGENCY PRODUCER | Cara Morici
PRODUCTION COMPANY | The Line Collective