高橋酒造 | 生きてくだけで冒険だ。 | 2024
Will the Level-Up Music Play in the RPG of Life? / Takahashi Shuzo "Just Living Is an Adventure"
"Just live freely," they say—but nothing is scarier than freedom. A sake maker in Kumamoto addresses this line to young people, and it's an opening that doesn't feel like a typical liquor commercial at all. The idea of comparing life to an RPG never feels cheap—instead, it comes through as hope.
The problem
Takahashi Shuzo, a brewery with more than 120 years of history, made this campaign to cheer on young people living in an uncertain era. It began in January 2024 in the New Year's edition of the Kumamoto Nichinichi Shimbun, then expanded into radio commercials, a special website, and outdoor ads. The creative team behind it is all from Kumamoto.
The insight
Creative director Hirokazu Ueda says, "If you realize that life is an adventure like an RPG, maybe excitement and courage will start to well up about what's ahead." There's no map, no compass—but there are companions. And the final boss might surprisingly turn out to be yourself. This comparison became the campaign itself.
The idea
The main visual is an original illustration by Taku Wada, known for his work on The Legend of Zelda series. It shows a young man standing at Mount Aso, nine famous spots around Kumamoto Prefecture, and a dragon representing both hope and anxiety about the future. The radio commercials, four in all, are set to music by Asuka Sakata and depict the small adventures of nameless young people. The shochu itself never pushes too hard—it just stays in the background, quietly giving them a push forward.
What happened
The campaign won Gold in the Radio & Audio Advertising category at the 2024 ACC TOKYO CREATIVITY AWARDS. A billboard also appeared on the Shinjuku Station promenade, carrying the message all the way from Kumamoto to Tokyo.
Afterthought
"If you hear the level-up music, Shiro tastes great. And when things aren't going well, well, Shiro tastes great then too." Most liquor commercials only capture the good moments, but this one dared to say "even when things aren't going well." Life, it turns out, is stranger than any game.
