First Press

Brief

Kirin Ichiban wanted to deepen its cultural relevance in Australia by telling a compelling story that connected its unique "First Press" brewing philosophy with a broader audience. Monster Children identified that there was a creative opportunity was to connect ‘First Press’ brewing with a parallel subculture in vinyl.

The Work

We conceived, produced and executed "First Press", a cross-cultural storytelling campaign for Kirin in collaboration with DJ MURO and Deus Records. The campaign drew a direct line between first press vinyl and Kirin Ichibans first press brewing method, both expressions of purity, precision, and craftsmanship.

Collaborative storytelling, cultural partnerships, and experiential activation, anchored in artistic credibility. The centrepiece was a hero 5-minute documentary film, set in Tokyo, which explores the intersection of vinyl culture and Japanese craftsmanship through the eyes of DJ Muro—Japan’s legendary “King of Diggin’.”