Asahi Super Dry launches a surreal new world in latest campaign via The Monkeys, Melbourne


Asahi 01.jpgIn a category often diluted with stories of mateship, Asahi Super Dry needed to create a new wave of energy to break through to premium beer drinkers in its latest campaign, ‘Enter Asahi’.

In collaboration with both Asahi Beverages in Australia and Asahi Breweries in Japan, The Monkeys, part of Accenture Interactive, created the campaign. Leveraging the brand’s Japanese provenance in ways that feel authentic but more importantly, interesting, surprising and mysterious, ‘Enter Asahi’ aims to tap in to consumers’ appreciation for discovery and exploration.

Directed by Marco Prestini from In The Thicket, the film takes audiences on a journey where imagination is not bound by reality. A world of giant squids, robot geisha, fierce warriors and loyal salary men. 

Asahi 02.jpgThe campaign will roll out internationally across broadcast, cinema, OOH advertising, digital, press, path to purchase and on Asahi’s social channels.Asahi 03.jpg

Says Ant Keogh, chief creative officer, The Monkeys Melbourne: “Japan is an exciting and enigmatic place where the traditional and technological collide. This was our inspiration for the ‘world of Asahi’.Asahi 04.jpg

“We avoided a traditional narrative, and took a more surreal, music-video inspired approach. The loose ‘story’ leads to a mysterious Japanese character who collects giant squid and owns a secret research facility dedicated to pruning the perfect Bonsai tree. The idea being that kind of perfectionistAsahi 05.jpg would favour precision-brewed Asahi. Having said all that, if people think the ad is cool, Japanese and remember it’s for Asahi, then we’ve probably done our job.”

Says Michael Vousden, marketing manager – beer, Asahi Premium Beverages: “We are very excited to build our foundations for the future and evolve the Asahi Super Dry brand platform and creative proposition into a compelling ‘Enter Asahi’ campaign. The creative impact will cut through to our target and will help recruit the next generation of Asahi Super Dry drinkers in Australia.”

Client: Asahi Premium Beverages

General Manager, Marketing AUS / NZ: Michael Edmonds

Group Category Manager: Kym Bonollo

Beer Marketing Manager: Michael Vousden

Agency: The Monkeys Melbourne

CEO: Paul McMillan

CCO: Ant Keogh

Creative Director: Wayne Ching

Art Director: Joe Sibley

Writers: Ant Keogh, Wayne Ching & Hugh Gurney

Designer: Jess Ramsey

Head of Strategy: Mike Derepas

Head of Production: Romanca Jasinski

Production Coordinator: Anne-Maree Shelton

Group Content Director: Lee Lowndes

Content Director: Navin Arunasalam

Content Executive: Allan Carlow

Production Company: In The Thicket

Director: Marco Prestini @DivisionSydney

Executive Producer: Genevieve Triquet

Producer: Nick Simkins

D.O.P: Stefan Duscio

Production Design: Michael Iacono

Costume Designer: Joanna Mae Park

Editor: Dan Lee @ The Butchery

VFX & Post Production: Alt. VFX

VFX Supervisor: David Edwards

Executive Producer: Tyrone Estephan

VFX Producer: Adrianna Spanos

Colourist: Edel Rafferty

Sound Design: Paul Le Couteur @ Nylon Studios

Music: Level Two Music