Suntory: BOSS. Quintessentially coffee., 3

Credits & Description:

Advertised brand: Suntory International Corporation
Media: Print
Advertising Agency: gyro Cincinnati, Cincinnati, USA
Executive Creative Director: Mike Tittel
Art Director: Todd Lipscomb
Associate Creative Director: Caitlin Ayers
Account Manager: David Rosenthal
Head of Strategy: David Rosenthal
Published: June 2018
Synopsis:
In an era when coffee has become ubiquitous and overdone, it takes something breakthrough to remind people of the startling richness of true coffee flavor. BOSS offers the purest, truest coffee flavor with no bitter taste. This simple approach is appealing for those who know what they want and appreciate the simplicity of cold, black coffee created via the authentic Japanese Flash Brew process. The campaign is built around the idea of enjoying more with doing less. It’s about upgrading one’s lifestyle and experience by living with less, knowing oneself more, and finding clarity and purpose in simplicity. BOSS Coffee stands for expressing minimalism and a purposeful lifestyle. The purity and starkness of the can and campaign design, as well as the curated content, such as branded haikus and the Minimalist Guide series, convey conviction and the higher standards of a life well lived, brought to you by BOSS coffee.