Tempted to choose Black Phone 2’s London installation with Ethan Hawke jumping put of the woodwork to terrify curious passers-by but it’s a one-off (albeit with social media legs.) Sometimes you want to hit a lot of people first time.
Which Asahi Super Dry is trying to do with this, its first global campaign, from Havas. You never quite know what those mysterious Japanese are going to get up to next and may not be much the wiser after navigating this – which is, presumably, part of the point. Puts you off puffer fish anyway.
Shame that Asahi has been hit by a cyber attack affecting supply at the same time but, hey, that’s modern life.
