Discover Karakuchi
Client: Asahi Super Dry
May, 2021
Agency - Carl Social Club // Location - Montreal, QC
Role - Strategist
Digital campaign, video and photography
Asahi Super Dry is one of Japan’s most revered beers, distinguished by its dry, sake-inspired Karakuchi taste and its sleek and moody brand which is both edgy and indulgent. Asahi is sold around the globe and at over 500 touchpoints in Quebec.
A premium Japanese beer
For the first time in Quebec, Asahi became available for purchase at convenience stores and not just at the SAQ. The beer label wanted to celebrate this new point of purchase by drumming up interest in Asahi among their target demographic for this launch: young, creative urban dwellers. As the strategist, I led the development of the concept – our hip Montreal tastemakers each embark on a nighttime mission to “discover Karakuchi” - and helped adapt each storyline across Asahi’s social channels.
Staying true to the brand’s chic mysteriousness, we blended the natural nighttime aesthetic of Asahi with Montreal’s even darker clandestine energy to produce a digital campaign that was almost something out of Bladerunner.
The campaign was a mood
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
Talent: High Klassified, Tommy Tremblay, Marie Gagné, Fafa Khan
