Suntory Boss Coffee

Launching in Australia and New Zealand 2 years ago, Suntory Boss Coffee builds on its 30 year Japanese heritage with a fresh content piece, captured in the bustling city of Tokyo. The energised spots have been put together by Bounce Creative – Sydney, the same agency that helped establish the brand in 2019 and has since been running all of their online channels.

Not afraid to take risks for Suntory Boss Coffee over the years, Bounce Creative has previously experimented with arcade game face filters, launched the business’s first bespoke e-commerce store, while also adding TikTok into the social repertoire earlier this year… All attributing to a successful digital first approach and ongoing growth across each platform.

The latest series of videos show a lighthearted take on the brand’s positioning: How Japan Can. The execution is carried by a custom music composition paired with choreographed moves to add fun and flair to iconic Japanese jobs. A Shinkansen (Bullet Train) driver and a Steeplejack (Construction Worker) break into an unsuspected dance, powered by the coffee in their hands. The local agency team enlisted the talents of Tokyo based dance company; Hidali, to ensure an authentic output was created, with a Japanese cast and crew on board to help with the execution on the ground.

Says Joel Chapman, executive creative director, Bounce Creative: “With the rise of TikTok, where a staggering 1 million videos are viewed every single day – brands are continually competing for share of voice and striving for relevance in the social media landscape. Creating content with a genuine entertainment factor has never been more important, which is why we wanted to take a different approach to this execution than what has previously been explored. We’re aiming to give viewers a smile, first and foremost, with an energetic dance that is backed up by the product proof points. A simple and playful piece that everyone involved is really proud of.”