A tongue and cheek play on the very real salary man phenomenon of urban Japan, in which young business men often follow a long day of work, with a beer (or many) with senior leadership, just to wake up at the crack of dawn (often on the street), stop at 7-Eleven for a fresh white Oxford and return the office for another full day. Rinse and repeat.
The multi part organic social campaign was among one of the brand's most memorable and “scroll stopping” to date with an average organic social engagement rate of 7.2% across five post, more than 2x than the industry average for CPG brands.
Client: Finback Brewery
Creative Direction, Production, Photography, Edit
B-Cam : Geoffe Baptiste
Styling: Couresty of Knickerbocker
