JOURNEY AROUND HEARTLAND

TitleJOURNEY AROUND HEARTLAND
BrandKIRIN
Product / ServiceHEARTLAND BEER
CategoryB01. Publications & Brand Collateral
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR KASAHARA DESIGN WORK Tokyo, JAPAN
PR 2 DENTSU LIVE INC. Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN
Production 2 REVLON Tokyo, JAPAN
Production 3 NISSHO Tokyo, JAPAN
Additional Company VONS PICTURES Tokyo, JAPAN
Additional Company 2 DENTSU CREATIVE FORCE Tokyo, JAPAN
Additional Company 3 TANSEISHA Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Hiroshi Koike DENTSU INC. Creative Director
Arata Kubota DENTSU INC. Art Director
Natsuki Tomoda DENTSU INC. Art Director
Yasuhiro Tsuchiya DENTSU INC. Creative Technologist
Shinya Nakamura DENTSU INC. Writer
Kouji Yamada DENTSU INC. Agency Producer
Yumeno Suzuki DENTSU CREATIVE FORCE INC. Producer
Yo Kitanaka J.C.SPARK Designer
Rikito Fujitani J.C.SPARK Designer
Hiromi Sugawara J.C.SPARK Designer
Ryo Funamoto YOKOHAMA SUPER FACTORY Photographer
Hiroshi Yamakawa Revlon Producer
Masumi Ogawa Revlon Producer
Masaho Oota Nissho Co., Ltd. Producer
Kahoko Sodeyama Freelance Illustrator
Atushi Murata Freelance Illustrator
Akiko Ryouke Freelance Illustrator
Tomoo Nishidate Freelance Illustrator
Yu Nagaba Freelance Illustrator
Sara Kakizaki Freelance Illustrator
Toshiyuki Hirano Freelance Illustrator
Saori Koyama DENTSU LIVE Producer
Haruka Manago DENTSU LIVE Producer
Eriko Kasahara KASAHARA DESIGN WORK Co. Ltd. Director
Nagisa Fukuoka KASAHARA DESIGN WORK Co. Ltd. Designer
Kiyokazu Nonaka Tanseisha Co., Ltd. Producer
Saori Fujiwara Tanseisha Co., Ltd. Producer
Yuta Tanaka Tanseisha Co., Ltd. Producer
Daisuke Isozaki VONS Picture Digital Artist / Multimedia

The Campaign

HEARTLAND was born as the home beer of a certain beer hall where artists were asked to send in art to put up on the wall in return for one beer voucher. So one can say that ever since Heartland was created, the brand has been very close to the arts. After it started selling in bars and restaurants, it continued branding itself through its affinity for art by organising art biennals where people were asked to send in sketches of the bottles, instead of using usual mass advertising techniques.

Creative Execution

While this is a beer brand, by selling this book under a beer brand name, we were able to go past just bars and restaurants but to other contact points as well to convey the brand philosophy to even more people, making it possible to increase the fanbase of our brand not through its taste or price, but by having it in bookstores alongside other books.

Indication of how successful the outcome was in the market

Sold under the beer brand name, the book was able to go beyond bars and restaurants to convey the brand philosophy to even more people. This project is yearly project from 2015 and have got impress people that the beer has conducted remarkable art project by sperior craftsmanship, in other words, this is not a dot-project but also making lines as its brand history.

Links
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