Korea’s representative beer Cass sets out targeting the peak season of summer this year in all directions with a large-scale campaign titled ‘YAASS’ under the theme of ‘freshness and joy of making choice’.

OBC (CEO Bruno Cosentino) said on May 28 that it made campaign videos under the theme of ‘YAASS’ with Wieden & Kennedy, the best advertising agency in the world, and will introduce the videos consecutively from June on official social media accounts.

‘YAASS’ is a neologism meaning ‘we celebrate your choice at the moment of decision when you make one’ and an onomatopoeic exclamation inspired from the brand name ‘Cass.’ Weiden & Kennedy, a director and producer of the campaign videos, is one of the most outstanding advertising agencies that won No.1 in the ‘A-List and Creativity Award’ for two years in a row from last year. It is exceptional for the company to participate in advertisement production for Korean brand.

Campaign videos of ‘YAASS’ presented by Cass, particularly, draw attentions as a famous foreign director who took part in the production for an Oscar-winning film. Sean Porter, a cinematographer of ‘Green Book’ the winner for Best Picture of 2019 Academy Award, filmed the ‘YAASS’ campaign videos. In addition, Conor Byrne, a winner of the Cannes Lion Young Director Award in Cannes Lions 2014, worked as an executive producer, making the videos have higher quality as well as creativity.

The ‘YAASS’ campaign videos introduced by this competitive production team send a message of ‘don’t over thing and enjoy the choice you made, it can lead you to extraordinaire things’ for the Maybe Generation, who is too dependent on others’ opinions when they suffer to make even a small decision. The videos have situations that a main character must make a final decision; an episode titled ‘In the Korean Restaurant’ shows a scene that the main character has to choose one beer brand when she/he has dinner with friends. In another episode called ‘In the Karaoke,’ the main role must choose her/his favorite song. In these episodes, Cass encourages her/his final decision and rejoices for her/him. The beer is also planning to introduce ‘interactive videos,’ which give different results depending on what consumers choose, on official social media.

Cass is kicking off making various consumer events under the title of ‘YAASS’ in the midst of peak season summer. The ‘YAASS’ character appeared in the campaign videos will visit restaurants, supermarkets, and parks to inform about the campaign. Through fun consumer engagement activities, also will cheer for consumers when they are in the moment of making a decision such as what to eat or where to go so that they can enjoy their own choices. The campaign also encourages consumer participation by displaying advertising materials with phrases such as [don’t worry about where to go, just Cass YAASS]’ or [‘fried chicken or seasoned fried chicken: whatever it is, just Cass YAASS]’. OBC, especially, will provide exclusive booths with a digital watch that indicates date of production of Cass to large retail stores so that visitors can see Cass beer’s best strength, ‘freshness.’

“The purpose of this campaign is to encourage young people in this generation to celebrate ‘their choice’ at the moment of decision and choose the life they want. In this summer, we will focus on making marketing activities for ‘YAASS’ in commercial areas nationwide where have lots of consumers and population to spread a new message of ‘YAASS’ widely,’ said a brand manager of Cass.

OBC, A proud part of Budweiser APAC.