Asahi Super Dry had built a reputation as a premium import, but its presence was mostly limited to the SAQ. The brand needed a campaign to announce its new availability in grocery and convenience stores, without losing the cultural cachet that made it appealing in the first place.

We leaned into the Montreal creative scene, partnering with local artists and tastemakers to document their own journey discovering Karakuchi (Asahi's signature super dry taste inspired by sake). The first phase of the campaign introduced each talent through stylized imagery celebrating the distinct taste and social moments around the beer. The second phase followed them to Le Peluso, a well-known Montreal convenience store, to show the product right where people could now find it. The result was a campaign that felt rooted in the city, credible in its casting, and specific enough to resonate.