United by DNA

The APB Conference is designed to instil a message of unity, taking in the significant growth of the business and also reflect on the foundations and history of the business to bring about a big picture view of its achievements.

To help illustrate this messaging I developed the theme ‘United by DNA’. The DNA concept drew parallels to the building blocks and foundations of Asahi Premium Beverages. 

The DNA helix acted as a metaphor to the connectedness and unity of the APB group and the strong bond that has been formed between the brands it carries. Visually, the different brands under the Asahi Premium Beverages umbrella were called out as ‘genetic markers’ or ‘strands’ in the DNA that helped define the architecture of the business and its foundations.

As part of the opening sessions I conceptualised and directed and opening video sequence that introduced the DNA theming and highlighted the achievements of the business. The conference theming and opening sessions were extremely well received and the Chief Commercial Officer rated the event 5 out of 5 in the agency post event ratings system.