Creative Execution

The message towards the target group of young consumers is conveyed using a simple storyline, that allows the viewer to identify with the main character. Simple black and white illustrations visualize and accentuate the keywords of the narration. The technique of filming a handmodel analogically moving the print-out illustrations and stopmotion techniques, makes it easy to follow the actions on screen. Using quotes of well-known people to convey the core messages creates a more positive impact and it is easy to commit the presented ideas to memory.

The video has been well received by Asahi Breweries Ltd. as well as consumers it was shown too. It has been described as well paced and easy to follow. The unusual techniques of filming combined with the storyline of 20 year old Taiki exploring the ways of drinking results in an entertaining clip that represents the character and values of Asahi Breweries Ltd.

The legal drinking age in Japan is from age 20. However, at this age most young people do not yet know how to drink responsibly, what their drink of choice should be and how to best enjoy it. Asahi Breweries Ltd. wanted to approach this issue by showcasing the range of their products in a fun way and simultaniously remind viewers to drink responsibly. The goal is to create and advertise a positive and fun brand image towards young customers and encourage them to choose Asahi products.