Unleash the Dragon: Sapporo x Tokyo Hiro

Tactics

EV Trucks (mobile creative), Digital Billboard + Dragon extension, Organic Social Amplification

The Challenge

Sapporo partnered with well-known local artist Tokyo Hiro to create their iconic 'Unleash the Dragon' campaign, needing a multi-format OOH presence that merged art, technology, and mobility in a culturally resonant neighborhood.

Our Solution

The campaign featured a dynamic dragon-themed billboard extension mounted on iKahan's iK-LA007 billboard — designed to extend beyond the billboard face for extra visual impact. Separately, two EV Trucks were deployed across Little Tokyo, Los Angeles for a later activation. The integrated approach created organic social amplification through Tokyo Hiro's following.

Results

• ~695,000 total estimated impressions across all channels
• ~664,632 billboard impressions (221,544 weekly × 3 weeks)
• ~18,000 EV Truck impressions (2 trucks, 4 hours)
• ~12,000 social amplification impressions via iKahan + Tokyo Hiro