Maru-Hi
A Taste of Tokyo
When Japanese brand Suntory asked us to help launch their new sparkling cocktail, Maru-Hi, in the U.S., the challenge was clear: how do you stand out in a category full of sun-soaked, daytime drinking ads?
We chose to go in the opposite direction—if everyone else owned the day, we’d take the night. One of the client’s main goals was to make sure the drink felt unmistakably Japanese, so we leaned into that by creating a spot inspired by Japanese graphic novels. It follows our main character, Yuki, and her friend as they set out in search of the perfect night.
A great night is best spent with your circle—just like the Maru-Hi logo.
That idea led us to the tagline “Seek Your Circle”—a nod to the logo’s circular shape, symbolizing connection and togetherness. We brought the idea to life in the creative, using the circle both boldly, and as hidden easter eggs throughout. Even the film itself comes full circle—starting and ending on the can.
The campaign includes one 15-second film and two 6-second films, as well as GIFs and stills and various out-of-home placements—such as billboards and taxi tops.
In partnership with Colossal Media, we also brought a hand-painted mural to life in the center of downtown San Francisco.
