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 created for the campaign #Kampioneer is a combination of “Kampi” which is Japanese for cheers and “pioneer” hinting to originality, thus the call to action salute an original.

ADVERTISING CAMPAIGN — PRINT / SOCIAL / DIGITAL / INFLUENCER

WILD STREETS SOCIAL CONTENT         

Captures of original people in the streets of LA and San Francisco. Sapporo tapped into lifestyle photographer Jake Michaels and his unique perspective on personal style. Content was distributed on Instagram and Facebook.