Maru-Hi
A TASTE OF TOKYO
When Japanese brand Suntory asked us to launch their new sparkling cocktail, Maru-Hi, we faced a clear—but exciting—challenge: standing out in a category full of daytime drinking ads.
Our solution? Let the other brands own the day—we’ll own the night. Inspired by Izakaya culture, we leaned into the energy of Tokyo nights:
intimate settings, shared food, and real connection.
We also tapped into a key Gen Z insight—their love of anime. So we built an animated brand world glowing with Tokyo neon, starring Yuki, our very own original character. In our 15-second film, Yuki and her friends explore “Tokyosisco,” a city blending Tokyo’s buzz with California’s vibe.
A great night is best spent with your circle—just like the Maru-Hi logo, symbolizing harmony, friendship, and warmth.
We brought this idea to life in the creative as well, with the circle appearing both boldly and as hidden easter eggs. The film itself loops full circle too—starting and ending on the can.
The campaign includes one 15-second film and two 6-second films, as well as GIFs and stills and various out-of-home placements—such as billboards and taxi tops.
