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Blade Japan: Home is where your Blade is

BLADE is a revolutionary professional draught beer system that offers the freshest brew in a compact size. When the Heineken Group decided to launch it in Japan, there was only one problem: COVID-19.

As the Japanese stayed away from their favourite beer gardens during the pandemic, we brought the bar right into their homes. Thanks to a digital campaign that introduced Japanese drinkers to the freshest, easiest way to enjoy their favourite draught beer in the comfort of their own living rooms.

The campaign rolled out across social and digital channels, with content featuring everything from 3D artwork and motion graphics, to real musicians and artists performing perfect beer pours from home in our social #HousePourChallenge.

Agency: GOVT Pte Ltd
Creative Director: Kevin Poh
Creative Group Head: Zac Tan
Art Director: Joan Chong, Chia Peiwen
3D Designer: Cheryl Tan
Copywriters: Kevin Poh, Nicole Sze
Senior Account Executive: Christine Tsai
Social Media Manager: Nicolette-Clare Ong
Social Media Executive: Hazel Lim
Content Creator: Hari Tris