Asahi Super Dry has unveiled its first global brand platform, Seek What Is Unique, created by Havas London in collaboration with Havas Creative Network agencies across Australia, Asia and North America.
The campaign marks Havas’ first work for the brand since being appointed global creative agency outside Japan in December 2024. It introduces a unified creative and design platform celebrating Asahi’s distinctive brewing process and its signature Karakuchi taste – the beer’s crisp, dry flavour profile that has helped make it a global icon.
The campaign launches in Australia with a cinematic 30-second film shot in the heart of Tokyo by award-winning directing duo Alaska, through production company Iconoclast. The story follows two friends on a night-time adventure through neon-lit streets and hidden alleys before discovering a modern bar featuring a singing puffer fish – a symbol of Japan’s blend of tradition and modernity.
Outdoor activations will bring the new brand world into Australian cityscapes, including 3D-enabled billboards and a 360 immersive cube in Sydney’s World Square. Influencer collaborations will spotlight Melbourne’s fashion culture and Sydney’s food and arts scene, encouraging consumers to seek out unique experiences.
In January 2026, Asahi Super Dry will extend the platform through its Australian Open partnership, where it will host a Seek What Is Unique bar experience on the Grand Slam Oval and a full trade precinct takeover.
“Seek What Is Unique is a celebration of what makes Asahi Super Dry a standout in Australia,” Ben Eyles, head of beer at Asahi Beverages, said.
“We’ve seen phenomenal growth locally, with Aussies embracing the crisp taste and modern Japanese edge that sets it apart. This new platform brings that uniqueness to life in bold, immersive ways – from 3D billboards and influencer-led storytelling to a major presence at the Australian Open.”
Globally, the campaign is supported by a new design system that unites Asahi Super Dry’s visual identity across markets. Drawing on contrasts between precision and boldness, it introduces a refreshed colour palette, graphic language, tone of voice, and product photography – reflecting what the brand describes as “modern Japanese style.”
Małgorzata Lubelska, global and category brand director at Asahi Europe and International, said the new platform “marks a confident and bold step forward in our global brand journey to drive growth. We are celebrating the unique taste of the No.1 Japanese beer as well as the unique culture of modern Japan, tapping into relevant consumer trends, through originality, modernity, and the spirit of discovery.”
Mark Whelan, chairman and UK group chief creative officer at Havas UK, added: “Asahi Super Dry is a genuinely unique beer, in the way it is made and its taste experience. We are honouring that with a cinematic adventure set in the unique and iconic city of Tokyo – blending modern aesthetic with traditional roots – just like the brand itself.”
The Seek What Is Unique platform rolls out globally across TV, digital, OOH, and experiential from this month, with Australia serving as one of the first launch markets.
