The campaign aimed to inspire GenZ's to dream again in the face of societal pressure and economic burdens that have caused many young Koreans to lose sight of their aspirations. BoA, a pioneering K-pop artist known for her risk-taking attitude and passion, was chosen as the representative artist. The campaign's main feature was a limited edition can with temperature-sensitive ink, showcasing BoA's lifetime story and famous lyrics that appeared when the beer was cooled in a fridge. The can aimed to spark curiosity and inspire conversations about dreams over a can of beer. The campaign also included a VR video highlighting BoA's journey of growth in her music career. The objectives were to inspire GenZ's to dream again, create a positive uplift to the brand, and encourage people to achieve great things in life.

The limited edition can featured a graffiti-style design that prominently displayed BoA's face and her famous lyrics, created using temperature-sensitive ink that revealed the lyrics when the can was cooled down. The QR code embedded in the can provided exclusive access to BoA's captivating VR video, showcasing her journey of growth through her music career in collaboration with Korea's first VR graffiti artist, DK YEOM. This unique experience aimed to add value to the limited edition can and inspire consumers to pursue their dreams, aligning with the campaign's objective. The overall art direction of the limited edition can aimed to showcase BoA's creative and risk-taking spirit, making it relevant to the campaign's objectives. The combination of unique features and creative design made the limited edition can a collectible item that sparked curiosity among consumers.