• by Teresa Buyikian , over 1 hour ago

Asahi Super Dry has brought together a Japanese-born artist and AI for a distinctive UK OOH campaign.

The lager brand has teamed up with artist and musician Hisham Akira Bharoocha, known for his mixed-media collages, intricate murals and audio/visual installations, for the ad effort.

The centerpiece of the campaign is “The Infinite Can,” a week-long takeover of London’s Piccadilly Lights, which was created by Havas London and Prose on Pixels (POP), Havas’ AI-powered global network. The execution used the Asahi Fusion Designer, described as “a custom-built orchestration tool developed by POP within its proprietary generative AI platform, Vermeer.ai.”

The Asahi Fusion Designer was “fed exclusively” on Bharoocha’s artistic output, creative process and influences, and then programmed not to copy his style, but to “decode sentiment, unearthing themes and connections unique to Bharoocha.”

The result was “The Infinite Can” outdoor execution at Piccadilly, where more than 400 designs were featured over the course of the week.

 “This initiative thoughtfully blends the artistic intelligence of a Japanese-born artist, amplified by artificial intelligence” for “a brand with deep roots in Japan's unique culture,” said Malgorzata Lubelska, global brands director at Asahi Group Holdings, in a release.

An extension of the brand’s “Seek What Is Unique” platform, the campaign goes beyond Piccadilly with additional OOH placements, as well as social and online video, through September.

Bharoocha has also designed a new limited edition can and bottle, hidden across one million packs of Asahi Super Dry and Asahi Super Dry 0.0%. As part of the brand’s “Seek, Find & Win” promotion, U.K. customers who discover the unique bottle or can could win a trip to Japan, merchandise or other prizes.