Sapporo Singapore Launch Campaign
The Brief
To create a series of key visuals for the launch of Sapporo in Singapore, distributed by Carlsberg. These visuals should bring to life Sapporo’s rich brand story, introduce it to a new generation of drinkers, and build strong brand affinity from first impression through to post-launch engagement.
The Idea
Rooted in the revered Japanese tradition of mastery and craft, this campaign reimagines Sapporo as not just a beer, but a testament to the art of creation. Each key visual celebrates a different form of iconic Japanese craftsmanship (sword forging, origami, sushi-making) with one constant: the forging of the Sapporo star. In each form of craft, the Sapporo star is showcased to be masterfully created, symbolising the precision, strength, and consistency behind every can.
These powerful, product-focused visuals tie back to Sapporo’s core values of quality, heritage and excellence, seamlessly blending the thirst-quenching appeal of the beer with the aesthetic of a carefully-forged masterpiece. The silver of the can, the gold of the star, and the glint of fire or steel elevate each visual into an emblem of brewing brilliance.
Because like every great craft, Sapporo is not made. It’s mastered.
Origami, reimagined. The iconic Sapporo star, not folded in paper — but forged in steel. Precision meets artistry in a powerful tribute to Japanese craft.
The soul of the samurai. The Sapporo star, born of steel and fire, shaped on the anvil in the spirit of the legendary sword-smiths. A symbol of strength, mastery, and tradition.
Sushi, with an edge. The Sapporo star, crafted from sushi — a celebration of culinary creativity and the artistry of Japanese chefs who elevate taste to an experience.