Execution of a collaborative cultural initiative to enhance awareness of “SORACHI 1984,” a premium beer produced by Sapporo Breweries Ltd. The project was developed in partnership with the Rakugo master Hayashiya Tsuruko—building upon an interview established on the brand's "SORACHI RADIO" program three years prior—and featured the creation of an original Rakugo piece titled “SORACHI 1984 Rakugo: A Tale of Dreams and Illusions.” This initiative utilized the traditional Japanese performing art of Rakugo to communicate the distinct origins and brand appeal of SORACHI 1984. Following its premiere at the SORACHI BIRTHDAY FEST. 2025, the performance was distributed across Sapporo Beer’s official YouTube channel and the social media accounts of both participating entities. Additionally, experiential marketing was integrated into the campaign through the sampling of SORACHI 1984 at Master Hayashiya Tsuruko’s primary performance venue. By establishing a novel cultural intersection, the campaign successfully engaged Master Hayashiya Tsuruko’s established fan base, contributing to increased brand awareness for SORACHI 1984.

SORACHI 1984の認知拡大を目的に、3年前の「SORACHI RADIO」で対談を行った落語家の林家つる子師匠と協業し、創作落語「SORACHI 1984 落語 〜夢幻噺〜」の企画・制作を行い、SORACHI 1984の生い立ちや魅力を、日本の伝統芸能である落語を通して表現した。SORACHI BIRTHDAY FEST.2025での披露に加え、サッポロビール公式YouTubeでの公開や双方のSNSでの発信を行った。また、林家つる子師匠の主任興行会場ではSORACHI 1984をサンプリング。落語というカルチャーを介して新たな接点を生み出し、林家つる子師匠のファン層に向けたSORACHI 1984の認知拡大に寄与した。

Client　SAPPORO BREWERIES LTD.
Producer　KIYOSHI YONEHIRO (PMA Inc.)