An OOH advertisement for Honkirin, designed by Hand, has been displayed at Lumine Shinjuku. 
Although it looks like the Honkirin package is lined up, it actually expresses the enthusiasm of Honkirin, connected through the word “HON,” which means “earnestness.” 
It’s a vibrant, bold red screen that’s meant to brighten up Japan with its unmistakable and impactful presence. 

Be sure to pick up a bottle of Honkirin and enjoy!