CASE STUDY – KIRIN
Challenge: Create a distinct and relevant campaign for Kirin, to develop its positioning within the increasingly competitive segment of Japanese imports
WHAT MATTERS TO PEOPLE?
Japan is perceived as a unique and evocative culture, with many distinct values and traits.
WHAT DOES THIS MEAN?
Choosing amongst many relevant themes upon which to build the comm’s strategy, required a deep understanding of the Australian perspective of ‘new’ vs ‘old’ Japan.
WHAT TO DO ABOUT IT?
A fresh new campaign leveraging the intrigue in Japanese ‘mastery’.