Launch campaign brings together some of NZ's top talent, pairing them with Japanese masters.
Steinlager Tokyo Dry, the iconic brewer's newest beverage and biggest launch since Steinlager Pure hit shelves 10 years ago, was unveiled to the public today. The new brew takes the best of New Zealand's raw ingredients and combines them with Japanese brewing mastery to produce Steinlager Tokyo Dry.
In launching this product, Lion and DDB New Zealand has demonstrated what happens when you take the best of New Zealand and transport it to one of the world's most cutting-edge cities.
Headlining this is a 90" film exploring another side of dance, combining World Champion New Zealand hip-hop dance group, The Bradas, and the Japanese disciplines of origami, bonsai, sushi, pottery, Japanese calligraphy, robotics and neon lighting to produce a unique music video.
DDB executive creative director, Shane Bradnick, says the film captures the vital essence of the two countries in eye-catching fashion.
Says Bradnick: "It's a collision of the vitality and energy of New Zealand -- one of the world's youngest nations -- with the mastery and futuristic vision of one of the most ancient cultures on the planet."
In the film The Bradas dance in various locations around Tokyo. Using motion capture and dynamic simulations, they change into different CGI avatars as their dance evolves to capture all the different types of Japanese mastery.
Lion marketing manager, Michael Taylor, says he is excited to see how the public react to both the campaign and the product.
Says Taylor: "It's been awesome being involved in a project that breaks a number of conventions for beer and beer advertising. We're excited to see what people think of the liquid and how they respond to an amazing piece of film that brings our two cultures together."
Rupert Price, chief strategy officer at DDB, says the launch of Steinlager Tokyo Dry represented a rare opportunity to collaborate on a brand from its inception.
Says Price: "Instead of starting with what the client already had, Steinlager Tokyo Dry gave us the opportunity to begin with a blank sheet of paper and be guided by consumers every step of the way. Through working with our target audience, putting them in charge and co-creating throughout, we built a brand from the bottom up."
Price says this approach has resulted in a product designed for its drinkers, by its drinkers.
In partnership with Vice, the campaign has also been extended into an online documentary series that explores the other side tattoo, illustration and food. Each of the online documentaries will see talented young kiwis teaming up with Japanese masters to capture the magic that happens when New Zealand's raw ingredients meet Japanese mastery.
National Marketing Director: Craig Baldie Category Marketing Director - Beer: Ben Wheeler Marketing Manager - Premium and Craft Beer: Michael Taylor Brand Manager - Premium and Craft Beer: Benafsha Hajati
Creative: DDB Chief Creative Officer: Damon Stapleton Executive Creative Director: Shane Bradnick Creative Director: James Conner Creative Director: Christie Cooper Lead Business Partner: Scott Wallace Senior Business Director: Jenny Travers Business Manager: Michael Doolan Planning Director: Lucinda Sherborne, Rupert Price Planner: Jack Murphy Senior TV Producer: Rosie Grayson Agency Producer: Andy Robilliard Production Company: Goodoil Executive Producer: Sam Long Production Producer: Llew Griffiths Director: Joel Kefali DOP: Lachlan Milne Tokyo Service Company: Dictionary Films Post Production Company: The Palace Online: Mat Ellin Offline Editor: Levi Beamish Soundtrack/composer/Music: Cam Ballantyne, Beatworms. Sound Mix: Jon Cooper Media: Zenith Optimedia General Manager: Stuart Rutherford Business Manager: Kate Gamble PR: PR Shop Managing Director - Pippa Lekner Digital: Young and Shand