Black Label champions the brand vision of “a draft beer that empowers adults.”

In modern society, where topics like the “punishment game-like treatment” of middle managers gain attention, it seems each adult is gradually losing their sparkle. That’s when Black Label pondered: What can we do to help each person shine as the “main character” and boost their self-esteem? After much exploration, we arrived at the answer: the “Kuro Label-style Card Game ‘Sapporo Draft Beer Kuro Label Storytelling Space’”. While a beer brand, Black Label, has consistently posed questions through campaigns like “Don’t become a circle ☆ become a star,” and the “Adult Elevator CM.”

This time, we developed a card game as a tool to experience “Black Label-style introspection” and designed workshops around it. Using question cards, this game deepens dialogue about life’s ‘past’ and future.” It’s still in the Proof of Concept (PoC) stage, so we sincerely hope you’ll have the opportunity to experience it for yourselves.

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