Lowe Singapore developed the campaign for the product, called Rising, which straddles the energy-drink and cola markets. Running across November and December nationwide, the campaign consists of print ads and a TVC that reflect the drink's unique recipe.
Entitled ‘It starts here’, the campaign positions the brand as a catalyst that spurs Vietnamese consumers to act on their aspirations and dreams, according to the agency. The idea builds on the brand’s visual imagery of a rising sun, suggesting a new day and a new beginning.
Toru Yamasaki, general manger, marketing, SEA Region at Kirin Holdings Singapore, noted that Vietnam is an open cultural and economic environment where there are endless possibilities. “We wanted to harness this sentiment in our campaign for Rising,” he said.
Lowe was appointed in July to carry out regional initiatives for Kirin Holdings Singapore.
Rupen Desai, regional president of Lowe Asia Pacific, said the campaign offers a positive, "take action message" appropriate for a product that gives consumers the "added energy boost needed to bring their dreams to life.”
Chief creative offier Dominic Stallard
Global planning director Allan Fraser-Rush
Copywriter Josh Armstrong
Art director Liong Khoon Kiat
Regional business director Srija Chatterjee
Account director Simon Ding
Regional account manager Josephine Lim
Kirin Holdings Singapore
General manager, marketing, SEA region Toru Yamasaki
Senior brand manager, marketing, SEA region Masahiko Yoshida
Brand manager, marketing, SEA region Ng Lye Leng
Media agency DraftFCB Vietnam
PR agency AVC Edelman Vietnam
Production house VHQ Post (Singapore)
Print production house Calibre Pictures and Ideas
Director William Woo, Jay Jun
Director of photography Christopher Leong, Sung Ho Jun
Production house producer Derri Ng, Victor Tan, Billy Fong