To launch its new cider range, Kirin has engaged typographer Gemma O’Brien to hand paint bespoke advertising displays for a targeted ATL outdoor campaign featuring numerous locations in urban areas around Australia, from Fitzroy, VIC to Redfern, NSW.
The Sydney-based typographer and creative, lends her dramatic stylised script to the already impactful black and white creative for Kirin Cider that sets the brand apart from anything else on the market. The majority of 3m x 4.5m signs were painted in O’Brien’s studio, but O’Brien painted the signage for the Surry Hills location in situ, on the corner of Crown and Foveaux Street.
Says O’Brien: “Crafting lettering on a large number of billboards was always an ambitious undertaking, but it was great to be a part of Kirin Cider taking a leap with this concept, and is testament to the brand’s pursuit of Inspiring Creativity.
“The nature of this style of typography is direct and spontaneous; each billboard is unique and retains the authenticity of the hand-drawn strokes. I’m really looking forward to seeing how people interact with this campaign.”
Developed in association with Kirin Japan’s renowned Master Blender, Hideaki Kito, Kirin has drawn on years of experience in crafting fresh flavour combinations, and used the finest ingredients to create four, perfectly balanced premium ciders infused with Japanese inspired flavours.
Says Matt Tapper, national marketing director at Lion: “We are incredibly excited about the launch of Kirin Cider in Australia. Inspired by Kirin’s Japanese heritage, the range offers something for everyone; from experimental cider lovers wanting to try new flavour combinations, to foodies who appreciate the pleasure of matching their food to their drink, to those who are new to drinking cider.
“The distinctive branding of Kirin Cider means you cannot help but take notice of it – we hope that this outdoor campaign will spark intrigue and encourage people to share their Inspired Creativity moments on our social media channels.”
The outdoor campaign will be supported by ATL, digital and PR.
ATL/Digital/Media – MC Creative
Director: Lincoln Caplice
PR – Res Publica