Asahi Super Dry, Japan’s No.1 beer, steps confidently onto the global stage with a new cinematic brand platform: “Seek What Is Unique.” Created by Havas London in collaboration with Havas Creative Network teams across Asia, Australia, and North America, the campaign marks the brand’s first unified global launch — a celebration of modern Japan’s creativity, originality, and spirit of discovery.
“Seek What Is Unique”
At the heart of the campaign lies a 90-second cinematic film shot in Tokyo and directed by award-winning duo Alaska (Iconoclast). The story follows two friends on a surreal nighttime journey through the city’s neon-lit streets, narrow alleys, and high rooftops — a metaphor for exploration, individuality, and the pursuit of what makes us different.
“Asahi Super Dry is a genuinely unique beer — in the way it’s made and in its taste experience,” said Mark Whelan, Chairman and UK Group Chief Creative Officer at Havas UK. “We wanted to honor that with a cinematic story set in Tokyo — blending modern aesthetics with traditional roots — just like the brand itself.”
A 360° global rollout
The “Seek What Is Unique” platform goes far beyond film. The campaign spans OOH, digital, social, television, cinema, retail, and global partnerships — reflecting Asahi’s ambition to establish itself as a modern Japanese icon on a global scale.
Launching first in Australia and the UK, with more markets set for 2026 — including an APAC version with an alternate ending — the campaign creates a connected visual universe designed to resonate across cultures while preserving the brand’s authentic Japanese heritage.
OOH that captures Tokyo’s spirit
The OOH executions extend the cinematic tone of the film, bringing Tokyo’s luminous skyline and urban energy into the real world. Billboards, transit screens, and large-format displays mirror the city’s iconic glow, inviting viewers everywhere to experience Japan’s vibrancy — from downtown Tokyo to London, Sydney, and beyond.
A refreshed brand identity
Alongside the campaign, Asahi introduces a refined global design system — featuring a new color palette, flexible graphic structure, and product photography crafted to unify the brand across all platforms. This modern aesthetic reaffirms Asahi’s balance between tradition and innovation, just as its brewing process blends craftsmanship with precision.
According to Małgorzata Lubelska, Global and Category Brand Director at Asahi Europe and International, “Our new platform marks a bold step in our global journey. We’re celebrating the unique taste of Japan’s No.1 beer and the culture that inspires it — originality, modernity, and discovery.”
Final thoughts: a modern Japanese icon
With “Seek What Is Unique,” Asahi Super Dry bridges East and West through a shared love of quality and creativity. The campaign transforms a product launch into a cultural statement — one that encourages audiences worldwide to embrace individuality and the beauty of difference.
FAQs about this campaign
What is Asahi Super Dry’s new campaign about?
It’s the brand’s first-ever global campaign titled ‘Seek What Is Unique,’ created by Havas London to celebrate individuality and the modern spirit of Japan through cinematic storytelling.
Why is this campaign significant for Asahi?
Because it marks the beginning of Asahi Super Dry’s global identity — connecting markets across Asia, Europe, and Australia under one unified creative vision.
Who created the campaign film?
The 90-second hero film was directed by award-winning duo Alaska, produced by Iconoclast, and shot across Tokyo’s neon-lit streets, alleys, and rooftops.
How does OOH play a role in the campaign?
OOH executions extend the cinematic tone of the film, transforming billboards and urban screens into reflections of Tokyo’s dynamic energy and modern design aesthetic.
What message does ‘Seek What Is Unique’ convey?
It encourages audiences worldwide to embrace originality, creativity, and discovery — values that define both modern Japan and Asahi’s distinct brewing philosophy.
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