Sapporo

Sapporo is the oldest brand of beer in Japan; founded in 1876, it was the first beer brewed by the people of Japan and is the brand that paved the way for all other beers in the nation.

Sapporo approached Firme to adapt its ‘Refined by Rebellion’ brand positioning and create an integrated multichannel campaign to target and recruit a younger, more progressive Australian consumer with a thirst for Japanese beers.

The result was a bold and distinctive legend narrative using one of Japan’s oldest and most authentic storytelling forms, manga.

Like the rebellious spirit behind the beer and as the more daring and non-conformist choice, our media approach was much the same; we go toe-to-toe and comfortably stand alongside Asahi in the same key channels but use our attitude to outshout and create a difference as the campaign and story of Seibei Nakagawa — Sapporo’s first brew-master was immortalised.

The campaign deftly scaled across everything from a collectable limited-edition carton made with recycled content via Opal to YouTube and digital channels to billboards, street posters and furniture to a swag of merchandise and promotional products.

To the storied history of the first beer of Japan. Kanpai.