Respect for one’s elders is an integral part of Japanese society. While this brings many positive benefits, in the workplace it can contribute to a rigid age-based hierarchy, with senior staff lording it over their junior counterparts, a tendency that can be observed not only in the office, but also at post-work social gatherings. YOHO Breweries set out to tackle this offensively condescending inter-colleague bar-room banter with a creative campaign that leveraged both shared and earned media while earning third-party endorsements, altering the target audience’s behaviour, and influencing public opinion.

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