Asahi launches global ‘Discovery is Calling’ marketing campaign

The campaign was created by London agency dentsumcgarrybowen, and is set in the urban streets of Tokyo.

Asahi Super Dry Japanese Beer brand, three advertisements side by side, all featuring an Asahi beer bottle and the text

Asahi Super Dry has launched an integrated marketing campaign, entitled ‘Discovery is Calling’.

The global campaign, which is the beer company’s first, was created by London-based dentsumcgarrybowen, and it is also the first fully-integrated campaign the agency has created since winning the Asahi contract in January 2020.

Set in urban Japan, the Discovery is Calling campaign features three people exploring night-time Tokyo and ends with the trio in a rooftop bar drinking Asahi Super Dry. 

Shot by Noah Harris through Agile Films, the spot was filmed over three days with some of the environments created in a videogame engine and projected in real-time.

The campaign has generated 113 million impressions so far, and reached 71% of the national target audience through broadcaster video-on-demand (BVOD), out-of-home (OOH), digital and social platforms.

Asahi Super Dry’s global brand director, Daniel Grass, said: “In recent months, consumers have been faced with the most unprecedented of situations – the familiar has become increasingly unfamiliar and people have become passengers on a journey that’s been completely out of their control.

“Through this social situation, people have also learnt the art of discovery, finding interesting new things to do, create, eat and drink – to enrich their experiences and change the rhythm of repetition.

“We hope the spirit in which this campaign has been created will support that curiosity and appeal to consumers who are yet to experience the unique taste of Asahi Super Dry.”

Gareth Collins, CEO of dentsumcgarrybowen London, said: “We pride ourselves in being able to unlock the latent potential in our client’s brands and in Discovery is Calling, we have done just that for Asahi. As a big organising idea, Discovery is Calling has so much potential globally and we are already excited about where we take the brand next.”

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