Ad Nut
Nov 2, 2016

Bonsai, origami and sushi dance to hip-hop for beer launch

Steinlager and DDB New Zealand combine kiwi hip-hop dancers with Japanese culture for launch of Tokyo Dry brand.

Ad Nut recommends that you watch this one full-screen. It starts a bit slow, but escalates quickly and delivers some eye-popping moments. 

Steinlager Tokyo Dry is a new beer that takes "the best of New Zealand’s raw ingredients and combines them with Japanese brewing mastery", according to parent company Lion. The spot takes dancers from a New Zealand hip-hop group called The Bradas and morphs them, using motion capture, into personifications of Japanese cultural elements including origami, sumo, bonsai, sushi, pottery, calligraphy, and more.

Here's a playlist that includes various versions of the film and a glimpse behind the scenes.

Ad Nut thinks the bonsai trees look quite inviting.  

CREDITS

Client
National Marketing Director: Craig Baldie
Category Marketing Director – Beer: Ben Wheeler
Marketing Manager – Premium and Craft Beer: Michael Taylor
Brand Manager – Premium and Craft Beer: Benafsha Hajati
Creative: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: James Conner
Creative Director: Christie Cooper
Lead Business Partner: Scott Wallace
Senior Business Director: Jenny Travers
Business Manager: Michael Doolan
Planning Director: Lucinda Sherborne, Rupert Price
Planner: Jack Murphy
Senior TV Producer: Rosie Grayson
Agency Producer: Andy Robilliard
Production Company: Goodoil
Executive Producer: Sam Long
Production Producer: Llew Griffiths
Director: Joel Kefali
DOP: Lachlan Milne
Tokyo Service Company: Dictionary Films
Post Production Company: The Palace

Online: Mat Ellin
Offline Editor: Levi Beamish
Soundtrack/composer/Music: Cam Ballantyne, Beatworms.
Sound Mix: Jon Cooper
Media: Zenith Optimedia
General Manager: Stuart Rutherford
Business Manager: Kate Gamble
PR: PR Shop
Managing Director – Pippa Lekner
Digital: Young and Shand

 
Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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