Cannes Lions

Journey Around HEARTLAND

DENTSU INC., Tokyo / KIRIN BEVERAGE / 2018

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Overview

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Credits

Overview

Description

HEARTLAND was born as the home beer of a certain beer hall where artists were asked to send in art to put up on the wall in return for one beer voucher. So one can say that ever since Heartland was created, the brand has been very close to the arts. After it started selling in bars and restaurants, it continued branding itself through its affinity for art by organizing art biennales where people were asked to send in sketches of the bottles, instead of using usual mass advertising techniques.

Execution

While this is a beer brand, by selling this book under a beer brand name, we were able to go past just bars and restaurants but to other contact points as well to convey the brand philosophy to even more people, making it possible to increase the fan base of our brand not through its taste or price, but by having it in bookstores alongside other books.

Outcome

Sold under the beer brand name, the book was able to go beyond bars and restaurants to convey the brand philosophy to even more people. This project is yearly project from 2015 and have got impress people that the beer has conducted remarkable art project by superior craftsmanship, in other words, this is not a dot-project but also making lines as its brand history.

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