Bounce Creative + Chisel Australia win Budweiser Japan account; launch new national campaign

Bounce Creative and production house Chisel have partnered to produce the latest Spring campaign for Budweiser Japan, expanding on the brand’s global platform: Yours To Take. The joint effort between the two independent Sydney agencies was the result of a successful pitch to win the business, beating out several local Japanese agencies.

Earlier this year, the teams flew to Japan to present their proposal, and it was met with a warm reception from both the Budweiser Japan and US teams. This marks the third Japanese client that has benefited from their expertise, following successful partnerships with Suntory BOSS Coffee and ASICS. Bounce and Chisel’s ability to create localised content, tap into new markets, and increase brand recognition has made them the go-to agencies for global brands seeking to expand their reach.

Says Masaki Sekine from Budweiser Japan: “We are delighted to announce our collaboration with Bounce and Chisel on our latest Spring campaign. Their approach to the brief, coupled with their global expertise, made them the clear choice in the pitch process. We were particularly impressed with their ability to understand and respect our brand while also bringing fresh, innovative ideas to the table with the efficiencies of creative and production in one joint team.”

The national integrated campaign for Budweiser marks the change in seasons in Japan, asking audiences to take on new challenges and push the boundaries of their own creativity. The content is the first localised adaptation of the brand’s platform, since Bud entered the Japanese market in 2019. The expat creative and production teams worked alongside international artist and brand advocate Verdy, along with several local Japanese influencers who feature in the spots; including hip-hop artist Miyachi, hair stylist & makeup artist Sakie Miura, pizza chef Ben Takahashi and skateboarder Issei Mori.

Says Joel Chapman, creative director of Bounce: “Budweiser is such an iconic brand, so it’s an absolute privilege for us to be working with them in the Japanese market. With our core creative teams on the ground in Sydney partnering with our client in Japan and the US, along with a Japanese translator and copywriter working from Europe, this truly was a global effort. The project was only made possible by a client who believed in our category knowledge, collective passion and ability to work in a collaborative and agile way.”

With creative and production forces combining on the project, Zak Kaczmarek reflects on the ambitious project and the payoff from many late nights and flights across the globe: “The coolest thing about this project was how we were able to collaborate through the line with client, strategy, creative & production all working together from the get go. What started off as a traditional in-person pitch process between agency and marketing teams, quickly became an exciting brainstorm, literally over a round of Budweisers. Chisel’s design and art team collaborated with Bounce’s strategists and creatives, we worked closely with our client to finesse the copy, and directly with their brand ambassador, Verdy, on securing talented artists and entrepreneurs for the stories. The films were treated in a really organic way and Kauis did an amazing job with each vignette.”

The work is now live across all channels.

VIEW THE SOCIAL HERO VIDEO
VIEW THE SOCIAL CUT DOWN

Client – Budweiser (AB inBev)
Head of Marketing: Tak Shimada
Brand Manager: Masaki Sekine
Digital/E-commerce Manager: Yano Ian

Agency: Bounce Creative / Chisel
Executive Creative Director: Joel Chapman
Executive Producer: Zak Kaczmarek
Creative Lead: Jacob Lumsdaine
Creative Lead: Lachie Macara
Account Director / Senior Producer: Isabelle Seeto
General Manager: Michaela Lobb
Art Director: Mike Witcombe
Copywriter: Aya Suzuki + RALPH TOKYO

Director: Kaius Potter
DOP: George Tyler
1AC: James Campbell
Editor : Karl Warwick Pearson
Line Production/Local Fixer: Panic Ball Productions

Talent: Miyachi @kingmiyachi
Talent: Sakie Miura @sakiemiura
Talent: Issei Mori @isseimori_
Talent: Manasori Ben Takahashi @ben_fpb