Cass and GUT Asia launch “Squeeze More Joy” with Moon Sang-Hoon as Lemon Man

Cass Lemon Squeeze has a fresh new face, and he’s getting squeezed, literally. Introducing Lemon Man, the all-new mascot starring in this new GUT Asia campaign for Cass Lemon Squeeze, available in 0.0 (non-alcoholic) and regular. Created under the brand’s new platform “Squeeze More Joy,” the campaign invites Korea to find humor and refreshment in life’s unexpected moments.

Moon Sang-Hoon—best known for his standout roles in Netflix hits D.P. (2021) and Extraordinary Attorney Woo (2022)—plays Lemon Man, an unlucky citrus with a knack for getting caught in hilariously awkward, squeezy situations. Each of the three launch spots follows his ongoing misadventures.

“We created Squeeze More Joy to bring a shot of lightness and dopamine to people’s everyday routines,” says Yen Se, National Brands, VP, AB InBev Korea. “Lemon Man may not have the best luck, but his misadventures are a reminder that life’s little moments can still make you smile.”

“We wanted a character you can laugh at and root for at the same time,” adds Carlos Camacho, CCO of GUT Asia. “He’s sweet, silly, and just the right amount of sour.”

Developed by GUT Asia and launched in Korea, the campaign rolls out across digital, social, and OOH—with more Lemon Man moments to come in the near future.

Credits
Client: CASS
Agency: GUT Singapore
Chief Creative Officer: Carlos Camacho
Creative Director: Meyvi Wedelia
Creative Director: Gus Sung
Assoc. Creative Director: Ismael Crespo
Senior Copywriter: Ernest Chin
Art Director: Sixin Wu
Executive Producer: Monica Chang
Managing Director: Jessica Davey
Group Account Director: Liz Leow
Production and Post-Production
Production & Post-Production: NIne Tailed Fox
Director: Yoo Sungjae (유성재)
DOP: Kim Inseok (김인석)
Producer: Danny Kang (강윤태), Robin Woo (우희성)
Photography
Son Youngbae (손영배)
Audio
Ghostbuster
Animation: BIG Studios
Creative VP: Ricardo Big Passos
Executive VP: Nelson Alves Neto
Project Manager/ Producer: Marina Pilnik Portela
Creative Director: Thiago Mucci
FX Lead Artist: Lorenzo Bianchi Góes
FX Artist: Otávio Massarico
Render Artist: Julio Bonfante
Retoucher: Marcos Cardoso
Motion Graphics: Anderson Virino
Motion Graphics: Quinho Guimarães
Comp Artist: Lorenzo Bianchi Góes
Editor: Anderson Virino
3D Modeler: Eric Henrique Pereira
Production Coordinator: Daniel Barbieri