First Press Photography - Kirin Beer | Clapboard Ad Archive

Kirin Beer’s First Press Photography campaign, launched in Australia in 2017 with creative direction from Infinity Squared, presents a tightly drawn communication that positions product identity as the narrative focal point—eschewing traditional arc-driven storytelling for a precise, idea-led approach. The campaign’s 70-second film reframes Kirin’s proprietary First Press brewing method—celebrated for its purity and dedication to quality—as a metaphor for photographic craftsmanship, drawing a direct line between the brewery’s meticulous processes and the purity sought in expertly curated images. Rather than evoke lifestyle scenarios, celebrity endorsements, or overt product demonstrations, the work singularly elevates Kirin’s own uniqueness: the first press technique stands as both creative anchor and visual muse, effectively shorthand for discerning taste. In doing so, the agency forgoes typical alcohol advertising tropes in favor of an artful alignment with craft values, reinforcing Kirin’s credibility among consumers for whom authenticity and careful sourcing register as premium credentials. The campaign’s structure is what Clapboard’s 12-format taxonomy defines as FORMAT#11—Unique Personality Property—using Kirin’s production story and origin technique as the branded engine that propels every creative decision. The film’s journey into the metaphor of first press photography, showcased through deliberate, stripped-back visuals and a contemplative pace, crafts an emotional halo for the product, attracting audiences who appreciate heritage, transparency, and artistry both in drinks and in visuals. Those who engage with the campaign online are invited deeper into the narrative via a dedicated hub, reinforcing the message that Kirin’s products are distinguished by more than taste—they are a manifestation of disciplined artistry. The campaign earns 63/100 in Clapboard’s global creative archive. In a market often saturated with bravado and surface messaging, this campaign matters because it signals the strength of crafting brand stature from authentic process, not borrowed imagery or manufactured drama.