Asahi campaign catapults audiences through contemporary Japan in 15 seconds
Asahi has given a tour of contemporary Japan conducted at warp speed as part of a new brand campaign.
The Japanese beer brand turned to production house Familia to realize its vision for a dynamic representation of the 0.0% 'Super Dry' drink set to an uptempo beat.
Zooming from cityscapes to a rooftop bar by way of an infinite Asahi bottle the non-stop photography style seeks to make Asahi's non-alcoholic variant stand out in a crowded marketplace amidst decreasing alcohol consumption among younger drinkers.
Tackling ingrained bias against 0.0% beers as 'fake' the team went out of their way to real people and real locations for their Tokyo shoot.
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Familia director Fausto Beccati said: “Capturing modern-day Japan in only 15 seconds was an exciting challenge, and I think we’ve made something fresh and unique in the marketplace of non-alcoholic beverages. It also loops seamlessly, giving it a [replayability] factor that makes it stand out. All this wouldn’t have been possible without the crew in Japan – they were so professional and amazing!”
Visualizing the frenetic pace of modern urban life the campaign employed the latest camera technology to fuse multiple shoots into one continuous experience.
Asahi trades on its Japanese heritage to differentiate itself in a competitive global market.
Credits
Client: Asahi
Production company: Familia
EP: Toby Walsham
Director: Fausto Beccati
Producer: Noni Couell
Service company: Mr +Positive (Tokyo)
EP: Peter Grasse
Producers: Steph Kha, Mayuko Kodama
1st AD: Nagisa Kodama
DOP: Mikul Eriksson
Production design: Agnes Nata, Akira Gimeno
Stylist: Shino Itoi
HMU: Seiya Ota
Post: (Cape Town)
Offline editor: 2+3 Post – Stephen Du Plessis
VFX and online: Static Black Media - Blake Prinsloo
Colorist: Strange Love Post - Nic Apostoli
Music: Sonar Music (Australia)
Sound design and mix: Sonar Music
Music producer: Haylee Poppi
Music director: Andrew Lancaster
Composer: Josh Pearson
Lyrics: M’Bandja Jua Hugues
Vocalist: Suzuna Munetou
Agency: Trouble Maker (London)
Account manager: Sam Robertson
Agency producer: Ben Spilling
Agency creative: Hayden Peek