Chris little 

The Art of Simplicity

Kirin

Until recently Kirin was a relatively unknown Japanese beer, long overlooked by Australian drinkers for the likes of Asahi and Sapporo.

So we developed a creative platform that unlike our competitors was not based on providence but instead on a philosophy of simplicity - key practice in Japanese culture.

First we developed a strong aesthetic that was put into print and circulated to all suppliers. Then we went about reshooting, rewriting and rescripting each of the key assets from a brand film to point of connection visuals. Bold, confident, authentically Japanese and elegantly simple – a completely new suite of comms were launched into premium paid media placements, social and sponsorship properties around the country and the platform has also spawned a number of other exciting partnerships with like minded brands and creative minds that will be launched in late 2018.

Early results have been strong with double figure growth and 68% growth in the brand’s spontaneous awareness.

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Credits

Chris Little (CD Art and Copy), Matt Ennis (AD), Josie Burns (CW)