top of page

Sapporo

CLIENT

Commercial Production, Content, Beer

SERVICES

A shared ethos of craftsmanship, cultural reverence, and exploration.

Where East Meets West

CRUEL partnered with Sapporo and Joey Gollish to fuse Eastern and Western influences in a fashion piece that celebrated the brands' distinct cultures and Sapporo's roots.


We collaborated on a new iteration of the Sukajan Jacket, a cultural icon from the 60s and 70s fashion movement in Tokyo. The design intricately married blue-collar American principles with Japanese craftsmanship, showcasing artwork of twin cranes flying over cherry blossoms under the sun. The jacket also subtly incorporated locations significant to Sapporo and the history of the Sukajan jacket.


The Sukajan Jacket stands as a unique testament to the creative harmony achievable when two cultural worlds intersect. It offers a singular tribute to the distinct cultures of East and West and stands out in fashion history.

CREDITS

Production: CRUEL | Para Siempre Creative
Director: Mac Siwocha @macsiwocha
Agency: CRUEL @cruelcommons
Creative Director: Dom Lisi @domlisi
Art Director: Justin Nahhas @justinnahhas
Account Directors: Julia Cherry @juliamcherry, Schuyler Mota @schuyy
Mr. Saturday @mrsaturday
Starring: Joey Gollish @joey_saturday
Sapporo Canada @sapporocanada
Brand Manager: Greg Bender @gregggbender
Para Siempre Creative @parasiempre.ca
Executive Producers: Ryan Craven @ryanwilliamcraven & Jack Roy @jackthomasroy
Line Producer: Rob Crenson @crenszn
DOP: Steven Tsinokas @steventsinokas
1st AC: Jason Lin @jl_lynn
2nd AC: Acacia Hong @acaciah_visuals
Gaffer: Rory Sommerville @sommerview
Key Grip: Dexter Calleja @dexters_z34
Swing/ Driver: Dhruval Patel @dhruvalthedp
PA: Chen Li @ch3n.li
Breathe Entertainment @breathe.ent

  • Founded in 2013, CRUEL began as a university lifestyle platform in Montreal and a vibrant hub for young people, fuelled by the rise and influence of social media. By 2015, our company had transformed into a marketing agency, attracting clients keen to engage with youth culture, and leveraging expertise from hosting thousands of events and pioneering localized content initiatives. CRUEL's early success was marked by the nationwide launch of Snapple Spiked in 2016, leveraging an authentic, grassroots-focused campaign.

    ​

    By 2018, CRUEL’s emergence as a creative force in the agency marketplace was nationally recognized, earning accolades such as Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand. Since then, our agency has embraced adaptability and innovation, shifting from traditional event marketing to a fully integrated approach that now combines Branding, Content, Experiential, and Partnership services.

    ​

    Our commitment to pushing the boundaries of technology and innovation, while also staying relevant, was highlighted by the LottoMax Dream Drop campaign in 2022, which was recognized with a Cannes Lion for Experience Design. In 2023, CRUEL continued to capture media attention, featured in prestigious publications such as Hypebeast, Highsnobiety, and Vogue. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL consistently delivers innovative strategies to connect brands with the next generation of consumers.

  • BRANDING

    Research and Insights 
    Brand Strategy and Planning
    Brand Identity
    Art Direction
    Illustration
    Graphic Design
    UI and UX Design 

    CONTENT

    Brand Storytelling
    Digital Strategy
    Content Production
    Commercial Photography
    Channel Planning
    Community Management
    Digital Platform Development
    Emerging Tech Integrations
    3D Motion Design

    EXPERIENTIAL

    Activation Development
    Installations and Pop-Ups 
    Event Strategy and Production
    Interactive Product Sampling
    Logistics Management
    Staff Recruitment/Training  
    Retail Environments

    PARTNERSHIPS

    Strategic Partnerships 
    Negotiation and Contracting
    Sponsorship Framework 
    Property Representation 
    Sponsor Activation
    Valuation and Measurement

  • Brand of the Year ADCANN and

    Canadian Cannabis Awards

    SUPREME CANNABIS (2018)

    Best Marketing Campaign

    O’Cannabiz Awards

    SUPREME CANNABIS (2019)

    ADC Awards 2022
    Gold for Media Innovation

    MR. SATURDAY (2022)

    Cannes Bronze Lion for Brand

    Experience and Activation

    MR. SATURDAY (2022)

    Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement

    MR. SATURDAY (2022)

bottom of page