Meant To Be Shared
In the U.S., sake has long been misunderstood, perceived as a ceremonial beverage or something only ordered at sushi restaurants. With a relaunch on the horizon, TYKU needed a fresh perspective that would open the door for new audiences and reframe sake as a lifestyle choice, not a niche tradition. Together, we developed Meant to Be Shared—a warm, welcoming invitation to enjoy sake wherever life brings you, surrounded by people who bring you joy.
Campaign Ideation
Creative Direction
Production
Campaign Rollout
Campaign Ideation
We started by identifying the key cultural barrier: most people didn’t know how—or when—to drink sake outside of traditional restaurant settings. We flipped that narrative by grounding the campaign in something universal: sharing. Whether it’s a backyard dinner, rooftop sunset, or living room moment, TYKU became about creating space to savor the everyday.
Creative Direction
We guided the campaign’s look and feel toward natural light, real moments, and diverse groups of friends enjoying sake in everyday spaces. Brand colors stayed true to TYKU’s identity while being expanded slightly to create more texture across digital and print assets. The tone was effortlessly social; less about heritage, more about connection.
Production
To bring this vision to life, we led a full photo and video production designed for versatility across platforms. Scenes included intimate indoor gatherings, unexpected pairings, and casual hangouts that felt real and relatable. The asset library supported every need—from digital banners and social reels to paid ad creative and landing page visuals.
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