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Tokyo Dry Gives us 'A Slice of Heaven' in Japan with Dave Dobbyn Cover Ad

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DDB New Zealand remakes the classic Kiwi hit for the lager brand

Tokyo Dry Gives us 'A Slice of Heaven' in Japan with Dave Dobbyn Cover Ad

Kiwi music legend Dave Dobbyn’s 1986 hit ‘Slice of Heaven’ is the inspiration behind Steinlager Tokyo Dry’s latest campaign via DDB New Zealand, a recreation of this iconic New Zealand song in a uniquely Japanese way.

The campaign is an energetic and colourful 90-second display of all things Japanese, created by DDB New Zealand. 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.


Launched in 2016, Steinlager Tokyo Dry is a perfectly balanced premium lager in the refined style of Japanese beer, mixing the best of New Zealand raw ingredients with true Japanese brewing mastery. The beer showcases what happens when New Zealand meets Japan, as does the new Slice of Heaven remake.

Seeing the spot for the first time, Dave Dobbyn says he loves how the essence of his song has remained true while being transformed through the lens of a completely different culture.

“When I wrote the lyrics ‘da da da’ I never imagined them to be some of the best lyrics I’d ever written, and that 33 years later ‘Slice of Heaven’ would still be so catchy and recreated in this way. I’m impressed with how all the sounds have come together!”

DDB chief creative officer Damon Stapleton says they wanted to emotively convey the simplicity of what Steinlager’s Tokyo Dry beer stands for – New Zealand meets Japan.

“Slice of Heaven is an unmistakable Kiwi classic that still conjures so much feel-good, sing-a-long enthusiasm from New Zealanders young and old. We loved the idea of taking something so iconic and recreating it in a modern, Japanese way, just like Steinlager did when it launched Tokyo Dry.”

Says Dave Pearce, brand director of Domestic Beer & Craft at Steinlager: “It’s been a lot of fun to take a tune that’s ingrained in all our minds and remake it in a way that presents it in a new and exciting form. Shooting the campaign in Tokyo allowed the team to do this in a really authentic, interesting way, and we had some great Japanese talent to work with to make this possible. This track perfectly embodies Tokyo Dry.”

Steinlager Tokyo Dry’s new campaign will roll out across TV, cinema and digital channels, with a supporting street poster and billboard campaign.

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Digital Agency

PR Agency: The PR Shop

Production Company

Business Director: George Mackenzie

Colourist: Dave Gibson

Director: Joel Kefali

DOP: Germaine McMicking

Executive Producer: Mark Foster

Line Producer: Peter Grasse

Line Production: Mr Positive

Music: “Slice of Heaven” written by Dave Dobbyn, published by Native Tongue

Offline Editor: Mark Burnett @ The Editors

Online Editor: Stu Bedford @ The Machine Room

Producer: Andrew Mclean

Production Company: Goodoil Films

Sound

Music Producer: Cam Ballantyne, Beatworms

Creative Agency

Chief Creative Officer: Damon Stapleton

Creative Agency: DDB New Zealand

Creative Director: James Conner; Christie Cooper

Executive Creative Director: Shane Bradnick

Executive Planning Director: Lucinda Sherborne

Executive Producer: Judy Thompson

Media Agency: Zenith New Zealand

Senior Business Manager: Michael Doolan

Senior TV Producer: Samantha Royal

Genres: Music & Sound Design

Categories: Beers, Alcoholic Beverages

DDB New Zealand, Mon, 15 Apr 2019 02:46:37 GMT