The Campaign

GRAND KIRIN "FIND YOUR STYLE" is a music video with interactive “beer” content that can be accessible through a mobile device. We have asked “Cero”, a popular group among Japanese hipsters, to create an original song for GRAND KIRIN. Two versions of the song were created to represent the two flavors. We also shot two music videos, one which enjoys craft beer while a relaxing with a loved ones, and another with friends having fun. During these two stories, several triggers are hidden which lead to content regarding craft beer. By tapping these triggers, the smart phone technology enables you to have an interactive craft beer experience. There will be 13 different kind of contents, to provide as many experiences as we can for the users. This is the ultimate “craft beer experience” you can enjoy anywhere and anytime.

Creative Execution

In line with the launch of KIRIN's craft beer brand, GRAND KIRIN on March 28, 2017, We released the Grand Kirin "FIND YOUR STYLE" project. The concept is "a craft beer experience to taste with a smartphone." Communication target is a young person in their 20s to 30s. In order to reach them, we created "the interactive beer experience" specialized for browsing on a smartphone, because their smartphone holding rate is exceeding 80%. Also, the target have high interest in hipster culture. So we have asked "Cero", a popular music group among young hipsters to create an original new song, with lyrics singing a day scenery with craft beer, and arranged into two versions featuring the two tastes of GRAND KIRIN JAPAN PALE LAGER and INDIA PALE ALE. As an official music video of these two songs, we produced two films with different story: one which enjoys craft beer while a relaxing with a loved ones, and another with friends having fun. There are also various elements of craft beer culture in the image, which can be the entrances of 13 different types of interactive contents to expand by tapping the screen. As it is hard to express different attractiveness and knowledge of craft beer by static contents with only pictures and letters, these contents are designed to enable to experience more craft beer, by richer and more interactive gadgets drawing out the mechanical properties of smartphone devices. On the other hand, this site are all made with web applications so that more users can experience it just with the mobile browser. This is our attempt to update and enrich the browsing experience of smartphone sites.