Sapporo is known as the Original Japanese beer. It was the first brewery established in Japan due to the pioneering spirit of the beer’s founder Seibei Nakagawa. In this campaign we asked Sapporo’s creative audience to “Salute an Original” by sharing a picture of someone they think is a totally unique individual. It was a genuine and universal proposition. You look for the best qualities in everyone, so why not praise them publicly.
I was fortunate to work on this campaign fully from creating the concept and main campaign strategy, co-writing the content, creating the social content, and leading art and creative direction which included one of the most fun and bizarre shoots I have ever had to plan.
The hashtag I created for the campaign #Kampioneer is a combination of Kampai! which is Japanese for “cheers” and pioneer “an original”, thus the subhead salute an original.