TBWA love letter to beer

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TBWA Auckland, with a little help from Curious director Daniel Max, has launched a new film in support of Asahi Super Dry, the number one beer in Japan.

“Asahi Super Dry is a beer with perfection at its heart and this is a playful take on the serious science that goes into our product,” says Independent Liquor category manager – NZ beer & cider Andy Havill.

Originally developed as a result of a 5000-person survey in the Japan, Asahi pioneered a new direction for beer in Japan and the world, inspiring many imitations in its wake.

“Asahi is dedicated to perfection,” says TBWA Auckland ECD Christy Peacock. “In fact, they believe so strongly that their beer is as close to perfection as a beer can be, they are now focusing on other ways that the drinking experience can be improved on.

“Like calibrating bar robots to pour their beer at the precise angle. It’s a quintessentially Japanese respect for precision and devotion to the art of beer drinking.”

The spot features beer drinkers who are similarly devoted in this belief. It’s a love letter to beer, captured on film.

The video has rolled out on Facebook, 3NOW, TVNZ OnDemand, YouTube, Google and can be viewed here.


Campaign Title: Asahi Super Dry – The Search for Beer Perfection. Chapter 7
Client: Independent Liquor
Group Category Manager – Beer & Cider: Anna Lawrence
Category Manager – NZ Beer & Cider: Andy Havill
Agency: TBWA Auckland
ECD: Christy Peacock
Senior Creative Team: David Sylvester and Watchara Tansrikeat
Producer: Jodie Hari
Account Director: Aimee Knox
Business Director: Angelina Farry
Head of planning: Steve Clark
Film Production: Curious
Director: Daniel ‘Maxy’ Max
DOP: Chris Mauger
Agency Edit Suite and Graphics: Jim Hudson
Music: Jonathan Bree / Liquid Studios

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