Brewed in the future, causing confusion in the present

A couple of years ago Barnes, Catmur & Friends employed the services of some LED lights and a thermometer to rub salt in the wintry wounds of Kiwis and draw attention to the temperature in Fiji. And now, to draw attention to the fact that Asahi has been ‘Brewed in the Future since 1987’, it’s added a digital clock to a billboard in Ponsonby Road that, as Paul Catmur says, has been “causing a wee bit of confusion all around” and keeping revellers on their toes. 

The ‘future clock’ is always one day, one hour, one minute and one second ahead of present time and it aims to remind punters that Asahi Super Dry was the first ever dry beer, brewed using the revolutionary Karakuchi process in 1987. 

“Adding a small digital screen to an existing billboard is not difficult or expensive,” says APN Outdoor’s Phil Clemas. “We have done it on several occasions to great effect for the advertisers. We love those who think creatively about the billboard medium, as clever thinking often provokes more talkability, improves cut-through and heightens impact.” 

Asahi purchased Independent Liquor in 2011 for $1.5 billion and has recently taken legal action against private equity funds Unitas Capital and PEP for “misleading and deceptive conduct” during the sale process.  


Executive Creative Directors/Managing Partners:

Paul Catmur

Daniel Barnes

Head of Art:

Crispin Schuberth

Creative Team:

Brad Stratton

Steve McCabe

Group Account Director:

Luke Farmer

Account Manager:

Nick Gallagher

Sr. Account Manager:

Meredith Maclean

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