Life Best Served Light
San Miguel
Delivering a fresh image for San Miguel through art direction, key visuals, print design and photography.
San Miguel Brewery Hong Kong Ltd (SMBHK) is a brewery based in Hong Kong and a majority-owned subsidiary of San Miguel Brewing International Ltd. With the arrival of San Miguel Light in the city, Dash was commissioned to create a fresh image for the beer through art direction, key visual, print design and photography.
sector
food and beverage
work
art direction / key visual / print design / photography
San Miguel
Life Best Served Light
Delivering a fresh image for San Miguel through art direction, key visuals, print design and photography.
San Miguel Brewery Hong Kong Ltd (SMBHK) is a brewery based in Hong Kong and a majority-owned subsidiary of San Miguel Brewing International Ltd. With the arrival of San Miguel Light in the city, Dash was commissioned to create a fresh image for the beer through art direction, key visual, print design and photography.
sector
food and beverage
work
Challenge.
While beer is a popular drink in the Hong Kong market, many customers want to keep an eye on their calorie intake. Through a series of advertisements, San Miguel wanted to market their lower-calorie beer to both men and women, letting them know it still maintains the brand’s signature smooth, refreshing and delicious taste even with fewer calories.
Design &Creative Concept.
The client brief was to create two key visuals that would be used in advertisements across various media platforms – from OOH to magazines to social media. The advertising campaign needed to promote a fresh image of San Miguel Lite to emphasise the beer’s taste and positioning.
To communicate the “fresh” concept, DASH centred the advertisement around the feeling of summer. Both key visuals were outside to give a feeling of fresh air and communicate the positive mood that comes from being surrounded by nature.
The first visual places the characters in front of a blue sky and picnicking on a summer day and the second was set to a sunset backdrop with a red and purple sky. Both key visuals positioned the beer alongside simple pleasures like spending time in the company of good friends and in nature.
The lifestyle images helped to associate San Miguel Lite with good times. Each image reflects the lifestyle identity of drinkers in the target market, who are young, enjoy outdoor adventures and value spending quality time with friends.
Challenge.
While beer is a popular drink in the Hong Kong market, many customers want to keep an eye on their calorie intake. Through a series of advertisements, San Miguel wanted to market their lower-calorie beer to both men and women, letting them know it still maintains the brand’s signature smooth, refreshing and delicious taste even with fewer calories.
Design &Creative Concept.
The client brief was to create two key visuals that would be used in advertisements across various media platforms – from OOH to magazines to social media. The advertising campaign needed to promote a fresh image of San Miguel Lite to emphasise the beer’s taste and positioning.
To communicate the “fresh” concept, DASH centred the advertisement around the feeling of summer. Both key visuals were outside to give a feeling of fresh air and communicate the positive mood that comes from being surrounded by nature.
The first visual places the characters in front of a blue sky and picnicking on a summer day and the second was set to a sunset backdrop with a red and purple sky. Both key visuals positioned the beer alongside simple pleasures like spending time in the company of good friends and in nature.
The lifestyle images helped to associate San Miguel Lite with good times. Each image reflects the lifestyle identity of drinkers in the target market, who are young, enjoy outdoor adventures and value spending quality time with friends.
