How to build a bridge between different cultures
Our challenge was to bridge the gap between Japanese premium craft gin and culture enthusiasts in Germany in a visually pleasing and highly aesthetic way. Besides this, we wanted to highlight the seasonality and, in particular, the use of seasonal ingredients to produce the typical one-of-a-kind Japanese premium gin experience.
The big goal
We wanted to create a cross-cultural brand campaign by bridging the gap between Japanese tradition and European culture with cultural ambassadors. The key idea was not just to highlight the exquisite gin and its premium seasonal ingredients, but to create a whole cultural brand experience everyone can relate to. This gave birth to our concept “the best of every season” that has the power to let the reader dive into a foreign culture.
Our campaign DNA
The core of our campaign is a smart combination of high-class photography, extraordinary design, authentic brand ambassadors and captivating storytelling. To realize this vision, we accompanied Ikebana artist Akiko Kaneko and Michelin-star chef Yoshizumi Nagaya, portraying their impressive stories and their unique approach to seasonality – since that is our connecting link between brand, product and ambassadors. We created our imagery tailored to the Roku Gin aesthetic to restage it with the power of visual craft and design. With VOGUE, the epitome of highly professional photography and outstanding image compositions, we had the perfect platform for our captivating stories. Responsible for the fantastic imagery were our talented photographers: David Daub, who had already worked with several celebrities and big brands like Mercedes and Adidas, and still life imagery expert Amos Fricke, who had realized projects for brands like Nike, Apple and Rimowa. Thus, we could have our chosen experts create a unique visual language. Our designs are not only fascinating due to their highly aesthetic visuals, but they also succeed in capturing real moments and bringing Japanese culture closer to our VOGUE community. The result: eye-catching photo stories with a mind-blowing value for brand, ambassadors, and the VOGUE audience!
This professional campaign titled 'The best of every season' was published in Germany in July, 2022. It was created for the brand: Roku Gin -The Japanese Premium Craft Gin, by ad agencies: Mindshare and mSTUDIO. This Content, Digital, and Print media campaign is related to the Alcoholic Drinks industry and contains 14 media assets. It was submitted about 1 year ago.
Advertising Agency: mSTUDIO, Duesseldorf, Germany
Media Agency: Mindshare, Frankfurt am Main, Germany
Talents: Akiko Kaneko | Yoshizumi Nagaya
Creative Director: Frank Olma
Senior Art Director: Arne Jansen
Senior Copywriter: Nicolette Lie
Copywriter: Eric Braunbart
Producer: Nic Schoppet
Photographer People: David Daub
Photographer Stills: Amos Fricke
Styling: Jennifer Kalaitzis
H&M: Sonia Tamburo
Client Service Lead: Anne Vogel
Account Manager: Tim Guhl
Project Manager: Lars Stenert
Senior Consultant Brand Partnerships: Laura Hannemann
Media Partner: Condé Nast | Vogue