DDB New Zealand
Tokyo Dry Slice of Heaven
Insight and Idea
America has 'Born in the USA', Australia has 'Down Under', the UK has Chumbawamba's 'Tubthumping' and New Zealand? We have 'Slice of Heaven', by Dave Dobbyn.
It’s our unofficial national anthem, a song that every Kiwi knows and loves.
So, when Lion wanted to advertise Steinlager Tokyo Dry, a beer that mixes the best New Zealand ingredients with true Japanese brewing mastery, our idea was to take this iconic kiwi classic and recreate it in a modern, Japanese way, just like Steinlager did when it launched Tokyo Dry.
The film, directed by Good Oil’s Joel Kefali, is an energetic and colourful 90-second display of all things Japanese. Featuring an arrangement of contemporary and traditional sounds from Karaoke, J-Pop, and Electropop to the traditional instruments of Shamisen and Taiko drums, the track is fresh and modern but still undeniably recognisable as the Kiwi hit. The remake was composed and produced by Kiwi, Cam Ballantyne of Beatworms.
The campaign was rolled out across TV, cinema and digital channels, with a supporting outdoor campaign.
Broadcast and online film