These days, it’s rare to luck into a project where you have a good product with an interesting story, a provocative brief, very challenging market conditions and a strong creative legacy. Re-launching Sapporo beer to North America was that project. As an added bonus, I got to work on my own and directly with the Executive Creative Director. Creative from 2010 had beautifully positioned Sapporo as “Legendary Biru”. The challenge was to move Japan’s oldest beer from sushi restaurant special toward everyday consumption. I can’t claim any credit for the lovely execution, showing the stories of real Japanese people who have embraced Western culture, but I’m proud to say that I was instrumental in the conception of this campaign celebrating the benefits of cultural exchange.
Agency: The &Partnership
ECD: Ron Smrczek