Heineken beer has commissioned a series of short video stories set in major cities. The Tokyo film centres, documentary-like, on a young taxi driver new to Tokyo who was recruited for the endeavour. The campaign depends on viewers sharing the video for its impact. It is very good for ‘brand Tokyo’ and might help Heineken in the process!


About Christopher Pokarier

australian professor of business & governance @ waseda university in tokyo researching cultural industries, economic nationality & borders, university internationalisation

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