Our contribution to this absolute game-changer campaign and activation involved design development, partnership management and production of multiple components related to the 'street portals' - billboard poster doors distributed through metro locations which opened to reveal Japanese ‘fukubukuro’ or ‘lucky bags’ (a popular Japanese custom) containing prizes for customised ASICS sneakers and custom made wooden redemption vouchers as entry to a unique Akai Doa dining experience.

 

R26 created and produced handmade wooden redemption vouchers reminiscent of the traditional Japanese wood-burning technique (Shou-sugi-ban) found within the lucky bags. 

 

R26 established and managed the relationship between the Japanese heritage brands, Asahi and ASICS, to customise limited edition sneakers produced for this project as part of the experiential redemption process.

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The campaign saw a boost across key brand metrics, with Instagram followers up by 70% as well as beating the industry average for digital content performance by 30%.