The best of every season

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!