Description
Asahi Super Dry, the UK’s fastest-growing premium lager brand1, has today unveiled a first-of-its-kind project in collaboration with Japanese-born artist Hisham Akira Bharoocha.
Inspired by Asahi Super Dry's global brand platform Seek What Is Unique, it includes a major new advertising campaign, combining original artwork with the power of generative AI to create a Piccadilly Circus outdoor ad that’s never the same twice, as well as a stunning, limited edition can, designed by Bharoocha, which sits at the heart of Asahi Super Dry’s new multi-million-pound ‘Seek, Find & Win’ competition and activations.
‘The Infinite Can’, which debuts with a week-long takeover of London’s iconic Piccadilly Lights, was created by Havas London and Prose on Pixels (POP), Havas’ AI-powered global content-at-scale network, in close collaboration with Bharoocha. Underpinning the innovative campaign is the Asahi Fusion Designer – a custom-built orchestration tool developed by POP within its proprietary generative AI platform, Vermeer.ai – blending artistic and artificial intelligence to create more than 400 unique designs to be showcased over the course of the week.
This system was fed exclusively on Bharoocha’s artistic output, creative process and influences, and programmed not to mimic style, but to decode sentiment, unearthing themes and connections unique to Bharoocha. Bharoocha remained an active participant throughout the process – curating source material, steering nuance and ultimately deciding what felt like his work and what didn’t.
Like Asahi Super Dry, Bharoocha – who was born in Japan and is now based in New York – boasts a unique cross-cultural perspective, with an east-meets-west lens that comes through in his work, blending internal and external worlds through graphic connections. The result saw this artistic DNA translated into over 400 original artworks, inspired by Japan and rendered in Asahi’s brand palette.
The striking Piccadilly Lights takeover – which includes a showstopping 3D hero can designed specifically for high-impact OOH placements – will be supported by additional outdoor advertising, as well as social and online video, until the end of September.
This professional campaign titled 'The Infinite Can' was published in United Kingdom in July, 2026. It was created for the brand: Asahi Super Dry, by ad agencies: Havas London and Prose on Pixels. This campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted about 2 hours ago.
Credits
Brand: Asahi Super Dry
Global Head of Brand: Andrew Box
Global Senior Brand Manager: Alice Garton
Global Marketing Manager: Alice Hodgson
Global Marketing Executive: Amelia Potter
UK Marketing Manager: Kate Moran
UK Senior Brand Manager: Amy Armstrong
UK Media Lead: Carlota Masferrer-Font
UK Head of Brand PR: Shoma Amin
UK PR Manager: Alice Fox
UK Assistant Brand Manager: Scarlett Craythorne
Creative agency: Havas London
Chief Creative Officer, Havas UK: Mark Whelan
Creative Director: Sam Daly, Rob Greaves
Account team: Nick Gold, Sophia Jenkins, Sophie Spence, Tsion Tafari
Head of Production: Louise Bonnar
Operations Director: Matt King
Agency Producer: Lily Rocker
Assistant Agency Producer: Elle Francis-Kent, Hilary-Nyce Aremu
Head of Strategy: Clare Phayer
Senior Strategist: Francesca Johnston
Chief Design Officer: Lorenzo Fruzza
Executive Design Officer: Josh Toogood
BrandEx Designers: Rahul Sonegra, Sam Adams
Head of Social: Shelley Portet
Social Manager: Erin Yau
Production: Prose on Pixels
Head of Creative Innovation & Strategic Partnerships: Simon Allinson
Supervising Post Producer: Tom Lacey
Senior Producer: Rosie Smith
Project Manager: Raluca Pintoiu
Creative Production Director: Chris Davies
Motion Graphics Director: Tom Spawton
Senior 3D Motion Graphics Artist: Joe Dawe
Motion Graphics Artist: Ash Barnish
Senior Studio Creative: Mark Williams
Creative Artworker: Nick Thomson
Media agency: Wavemaker, WPP Media
