Asahi Super Dry is a premium Japanese beer, distinguished by its Karakuchi taste (a super dry taste inspired by sake). The brand is also linked to nightlife, food culture and entertainment in urban areas.

To highlight the availability of Asahi in groceries and convenient stores (as it used to only be available in SAQs), this social and influencer campaign showcased a variety of Montreal talents on their journey to discovering Karakuchi. The first part of the campaign announced the collaboration between the artists and the brand through stylized imagery celebrating various moments of consumption. While the second part showed their journey and drive to find Karakuchi at Le Peluso, a famous and trendy Montreal convenient store.