Cass is one of Korea’s most beloved beers. To launch their Cass Lemon Squeeze range, we introduced a new campaign platform: Squeeze More Joy—starring the hilariously unfortunate misadventures of Lemon Man, an unlucky citrus who keeps getting caught in awkward, squeezy situations.

Played by Netflix star Moon Sang-Hoon, Lemon Man became the physical embodiment of refreshment and comedy, squeezing his way into hearts (and campaign assets) across digital, social, and OOH. Each misadventure was crafted to bring a smile to the everyday, reminding Koreans that even life’s little squeezes can bring unexpected joy. A campaign that’s sweet, silly, and just the right amount of sour.

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