A special event for Asahi Soft Drinks "Wilkinson" was held at "TRUNK (HOTEL) CAT STREET" on Wednesday, December 6, 2011. The event was part of a branding project started under the direction of creative agency STARBASE, which has been presenting new aspects of "Wilkinson" through the three approaches of "Music," "Gifting," and "Events.
Here we look back on the series of projects as well as the day of the event.
Left: Matt Cab
Right: Kensaku Kakimoto
Spring 2022, with three creators.short movieWilkinson" and "STARBASE," which produced the This project, the second in the series, features "KOMOREBI," a hip-hop unit of 4 MCs and 1 DJ formed by 5 models, as the main artist. The tie-up song "LOVE ME KILL ME" was produced by Matt Cab and PV by filmmaker Kensaku Kakimoto.
In early December, a reel video featuring five models and artists who are regular "Wilkinson" drinkers was released.
The movie featuring members of WATWING, the first male dance vocal group by HORIPRO, received more than 12,000 likes for its fast-paced presentation. Many positive comments were received, such as "I've never had this before, but I'll buy it next time," and "I'll use this the next time I make highballs.
More than 400 guests attended the special event that marked the culmination of the project. In addition to gifting "Wilkinson's" original items created especially for the event, the brand's worldview was expressed through a photo booth and DJ set.
The highlight of the day was a live performance by "KOMOREBI". During the live performance, the audience toasted with "Wilkinson's" in their hands. The energetic performance was a great hit with the audience, who also responded to encores from the guests. The special "Wilkinson" event drew to a close with a lively atmosphere from start to finish.
After the event, the creative producer of the project commented as follows
From the beginning, we thought that holding an event would be the best way to communicate the purpose of this project. However, as the number of corporate and brand events increased after Corona, we realized that many of them focused too much on attracting influencers and securing KPIs, and not enough on making the event enjoyable, which was the original purpose of the project. Therefore, we were conscious of creating an event that guests could enjoy.
The "KOMOREBI" team and I planned the event on the premise that the guests would enjoy the event itself, so it seemed to naturally attract young talents and friends of the members. We had a photographer on hand, but we didn't set any restrictions on how the event was to be uploaded to social networking sites. By doing so, we were able to create a free space for visitors to focus on the event, which I think resulted in an increase in the number of individual photo shoots and led to the spread of the event on SNS.
Through promotions that stimulate the sense of sight and sound, and events that allow people to experience the brand's worldview, Wilkinson and STARBASE have brought a sense of excitement to the casual act of drinking. Wilkinson" is the perfect choice for stocking up on sparkling water for the coming season, when opportunities for drinking at home will increase.
