The Premium Malt’s Kosaku Shima’s Presidential Inauguration Campaign

(Kodansha Ltd.
In May 2008, popular manga character Kosaku Shima, Japan’s most famous “salaryman” white-collar worker, was promoted to company president as part of the manga series’ plot. To coincide with the story event, we made it possible for Japan’s real salarymen to raise a glass to Shima of Japan’s most award-winning beer, The Premium Malt’s. The two-company collaboration included events, mass-media advertising, storefront displays, and merchandise development, and became national news throughout Japan.


  • Dentsu Ad Award 2009

    Sales/Promotion-3rd Category "Grand Prix"

  • Nikkei Advertisement Awards 2008

    ”2nd Place”

  • Japan Event Award 2008

    "Grand Prix"

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