2020 Winner

CASE SUMMARY

Did you know that some rock bands (like Queen) achieve stardom in Japan before North America and Europe? Intrigued by this phenomenon, SingleCut Beersmiths named its new craft brew Big in Japan and looked for ways to achieve rockstar status for the launch of the brew in Japan. Working with Zulu Alpha Kilo, it found other cultural phenomena unique to Japan that it could use in the Western world, such as the QR code, which was reimagined from black squares into a colourful, storytelling graphic for packaging and in promo material. Each code was a clue, a pictographic representation of a classic rock song, which presented drinkers with a musical puzzle. Once scanned, they were taken to a Spotify playlist that helped solve the puzzle and revealed the new IPA they were drinking. Big in Japan sold out within two weeks of its release, a first for the brand.

Credits

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Design Director: Ryan Booth
Art Director: Kevin Sato
Writer: Vinay Parmar
Creative Tech Director: Martin Szomolanyi
Account Team: Erin McManus
Strategy Team: Spencer MacEachern, Stephanie Gyles
Agency Producers: Houng Ngui, Teresa Bayley
Client: SingleCut Beersmiths
Clients: Rich Buceta
Illustrator: Ty Dale, Kevin Sato
Studio Director: Greg Heptinstall
Production Artist: Anna Harju, Brandon Dyson, Ashleigh O’Brien
Animator: Andrew Martin