Asahi Super Dry is a premium Japanese beer, distinguished by its Karakuchi taste (a super dry taste inspired by sake). The brand is also linked to nightlife and food culture and entertainment in urban areas.
To highlight the availability of Asahi in groceries and convenient stories (as it used to only be available in SAQs), this social and influencer campaign showcased a variety of Montreal talents on their journey to discovering Karakuchi. The first part of the campaign announced the collaboration between the artists and the brand through stylized imagery celebrating various moments of conceptions. While the second part showcased their journey and drive to find karakuchi in Peluso, a famous and trendy Montreal Depanneur.
Creative Agency Carl Social Club
Creative Director Johann Smith
Director of Creative Strategy Mélodie Gagnon
Strategist Neha Chandrachud
Art Director Edward Nyamenkum
Copywriter Julien Marchand
Influence Account Director Anthony Maio
Influencer Marketing Advisor Léa Debruyne
Account Manager Fanny Burtin
Producer Sarah Mackenzie
Director of Photography Bruno Destombes
Camera Assistants William Boivin, William Leroux
Video Editor Bruno Destombes
Talents High Klassified, Tommy Tremblay, Marie Gagné, Fafa Khan