Asahi Canzilla - Print
Problem: To create an introductory print campaign for Asahi’s new, large beer, the Canzilla.
Solution: The urban, cultured, mid to late twenty year-old good time guy was targeted in mens and sports magazines. Through this simple yet cheeky print ad, The Canzilla is introduced as “a big beer for a big night.” The target male is curiously introduced to the new product in asahi’s product line.
Problem: To create an introductory print campaign for Asahi’s new, large beer, the Canzilla.
Solution: The urban, cultured, mid to late twenty year-old good time guy was targeted in mens and sports magazines. Through this simple yet cheeky print ad, The Canzilla is introduced as “a big beer for a big night.” The target male is curiously introduced to the new product in asahi’s product line.
Asahi Canzilla - Print
Problem: To create an introductory print campaign for Asahi’s new and large beer, the Canzilla.
Solution: The urban, cultured, mid to late twenty year-old good time guy was targeted in mens and sports magazines. This double sided (front & back) ad features a fake women’s perfume peel back (usually found in women’s magazines) that presents “the newest scent of the season” the Canzillia. Through this second simple yet witty print ad Canzilla is again introduced as “a big beer for a big night.” The target male is curiously & comically introduced to the new product in Asahi’s line.
Problem: To create an introductory print campaign for Asahi’s new and large beer, the Canzilla.
Solution: The urban, cultured, mid to late twenty year-old good time guy was targeted in mens and sports magazines. This double sided (front & back) ad features a fake women’s perfume peel back (usually found in women’s magazines) that presents “the newest scent of the season” the Canzillia. Through this second simple yet witty print ad Canzilla is again introduced as “a big beer for a big night.” The target male is curiously & comically introduced to the new product in Asahi’s line.
Asahi Canzilla - Outdoor Campaign
Problem: To create an extra large wallscape announcing the arrival of the Asahi Canzilla.
Solution: Targeting the largest American cities,several unique wallscape sites were selected to create unique disaster themed installations. These installations play off of the “Canzilla” name and are made to look realistic in nature. Sticking with the theme “a big beer for a big night” wallscapes were designed to look as if a giant beer can smashed through the side of the building revealing the good time party that the Canzilla brings with it.
Problem: To create an extra large wallscape announcing the arrival of the Asahi Canzilla.
Solution: Targeting the largest American cities,several unique wallscape sites were selected to create unique disaster themed installations. These installations play off of the “Canzilla” name and are made to look realistic in nature. Sticking with the theme “a big beer for a big night” wallscapes were designed to look as if a giant beer can smashed through the side of the building revealing the good time party that the Canzilla brings with it.
Asahi Canzilla - Outdoor/ Metro
Problem: To create a complementary outdoor/metro campaign that supports the major Canzilla wallscape in each city.
Solution: Distributed at a higher frequency, public service style billboard, taxi, bus, and bus shelter advertisements directly asked consumers if they have seen the Canzilla. In addition, a depiction of the size of the Canzilla in comparison to a man is presented next to the question. Stirring, curiosity, and further investigation amongst consumers and media as a result of the lack of information.
Problem: To create a complementary outdoor/metro campaign that supports the major Canzilla wallscape in each city.
Solution: Distributed at a higher frequency, public service style billboard, taxi, bus, and bus shelter advertisements directly asked consumers if they have seen the Canzilla. In addition, a depiction of the size of the Canzilla in comparison to a man is presented next to the question. Stirring, curiosity, and further investigation amongst consumers and media as a result of the lack of information.
Asahi Canzilla - Outdoor Guerilla
Problem: To create a outdoor guerilla campaign that supports the major Canzilla wallscape in each city and extends the messaging across a broader segment of the city.
Solution: Rice paper decals installed on exterior walls across the city near bars, pubs, restaurants, and clubs. Similar to the major wallscapes, these resemble a mini disaster area where a Canzilla can has smashed through a wall to reveal the good time party going on inside. Another rice paper decal of the ‘PSA’ outdoor campaign is placed directly next to it. Somewhere in close proximity is a spray painted Asahi stencil to provide hints about the mysterious can.
Problem: To create a outdoor guerilla campaign that supports the major Canzilla wallscape in each city and extends the messaging across a broader segment of the city.
Solution: Rice paper decals installed on exterior walls across the city near bars, pubs, restaurants, and clubs. Similar to the major wallscapes, these resemble a mini disaster area where a Canzilla can has smashed through a wall to reveal the good time party going on inside. Another rice paper decal of the ‘PSA’ outdoor campaign is placed directly next to it. Somewhere in close proximity is a spray painted Asahi stencil to provide hints about the mysterious can.
Asahi Canzilla - TV
Problem: To create a 30s TV spot that works with overall campaign direction and supports the print and outdoor direction.
Solution: A fun going 30 second commercial that presents, to the target audience, an expansion upon the story of the crashed Canzilla. The commercial further visualizes the feelings associated with Canzilla.
Problem: To create a 30s TV spot that works with overall campaign direction and supports the print and outdoor direction.
Solution: A fun going 30 second commercial that presents, to the target audience, an expansion upon the story of the crashed Canzilla. The commercial further visualizes the feelings associated with Canzilla.
Asahi Canzilla - Mobile Interactive
Problem: To create multiple iphone applications for the Canzilla and Asahi brand that stirs brand awareness amongst consumers.
Solution: Among, implementation of several iPhone applications for various demographics.
For the party guy: Asahi Canzilla drinking game suggestions.
For a responsible image: Asahi Canzilla B.A.C. Calculator.
For Canzilla promotions & events: locate the Canzilla app that finds all the Asahi parties and where Canzilla has been spotted.
Problem: To create multiple iphone applications for the Canzilla and Asahi brand that stirs brand awareness amongst consumers.
Solution: Among, implementation of several iPhone applications for various demographics.
For the party guy: Asahi Canzilla drinking game suggestions.
For a responsible image: Asahi Canzilla B.A.C. Calculator.
For Canzilla promotions & events: locate the Canzilla app that finds all the Asahi parties and where Canzilla has been spotted.
