Lowe Singapore releases new work for Kirin launching energy cola ‘Rising’ in Vietnam

Lowe has created a new Vietnamese campaign for Kirin brand ‘Rising’, which straddles both the energy drinks and cola market, appealing to the culture of Vietnamese youth.

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The ‘It Starts Here’ campaign builds on the brand’s visual imagery of a rising sun, suggesting a new day and a new beginning. The key visual transforms the colours of Rising’s red and black sunrise motif into dynamic, flowing liquids – black for cola, red/gold for energy. As the liquids move, they morph into the shapes of a guitarist, a dancer, a skateboarder, and other inspirational figures.

Toru Yamasaki, General Manger, Marketing, SEA Region, Kirin Holdings Singapore explains, “Vietnam’s youth have been born at a time where there are great prospects and experiences to be offered by life. Their Vietnam is an open cultural and economic environment where there are endless possibilities. We wanted to harness this sentiment in our campaign for Rising.”

Rupen Desai, Regional President, Lowe Asia Pacific added, “This is the first taste of work created by Lowe and Kirin, and it is proving to be a very enjoyable partnership for the teams. This campaign offers a positive, ‘take action’ message. The communication aims to inspire, and Rising gives our consumers the added energy boost needed to bring their dreams to life.”

Credits – Chief Creative Officer: Dominic Stallard, Global Planning Director: Allan Fraser-Rush. Copywriter: Josh Armstrong. Art Director: Liong Khoon Kiat. Regional Business Director: Srija Chatterjee. Account Director: Simon Ding. Regional Account Manager: Josephine Lim. 

30sec/15sec cut-down – Director: Jay Jun. Director of Photography:  Sung Ho Jun. Production House Producers: Derri Ng, Billy Fo.