ASAHI

THE BRIEF: LEAN INTO THE CULTURAL MOMENT OF THE 2023 RUGBY WORLD CUP TO CAPTURE ATTENTION FOR ASAHI

INSIGHT: OUR IDEA OF COMPETITION & FUN ARE OFTEN COMPLETELY SEPARATE, EXCEPT WHEN WE THINK OF JAPAN

OUR BIG OPPORTUNITY: ASAHI COMPLETELY REFRESHES OUR APPRECIATION OF THE RUGBY WORLD CUP
Working with Asahi, Kotaku & Pedestrian.TV are leaning into the cultural moment of the 2023 Rugby World Cup & combining it with Asahi’s rich cultural history to create a game that excites & rewards rugby & gaming fans alike.


THE BIG IDEA:

In 2023, Asahi, Kotaku & Pedestrian.TV are merging the worlds of gaming & rugby like never before.

To celebrate Asahi’s sponsorship of the Rugby World Cup in Paris, we’re combining Asahi’s Japanese roots in gaming, neon & tech with Australia’s hardcore love of Rugby.

We’re creating a retro arcade style machine & placing it not only within Asahi-partnered venues, but hosting it on a Asahi, Kotaku & Pedestrian.TV co-branded microsite too.

On a weekly basis we’re giving a series of great Asahi prize packs out to the highest scorers, with a Japanese holiday for two going to the overall winner right at the close of the RWC.

Alongside targeting rugby fans across the Nine Network, we’re leaning into the cultural moment of the RWC like no other brand can.