Harbin Beer: Happiness Without Borders [case film]

Credits & Description:

Agency: Bbh China Ltd.
Brand: Harbin Beer
Country: China
Chief Creative Officer: Johnny Tan
Group Creative Director: Yinbo Ma
Creative Director: Haoxi Lv
Strategic Planner: Matt Nolan
Senior Account Executive: Tony Wang
Account Manage: Cobain Cheng
Art Director: Lyon Liao
Copywriter: August Cao
Associate Creative Director: Carol Ong
Head of Business Development: Elvis Li
Account Director: Rei Zhang
Director: Lin Liu
Senior Producer: Weisian Lee
Synopsis:
China has the most borders in the world, many of them with populations on either side continually at odds over cultural differences and territorial claims. But during the Olympics, stories of unity and good sportsmanship are the most salient. Knowing this, Harbin beer saw an opportunity to promote its core belief in being “Happy Together” – but this time looking past the brand’s traditional borders and audience. Through sportsmanship and a celebratory beer, Harbin brought people on both sides of tense borders together in the spirit of the games. Win or lose, both sides could celebrate together with a beer – because beer knows no strangers. Through a powerful film based on this truth, the brand was able to capture a meaningful share of voice during the Olympic season – a time when the world’s largest brands dominate media spending and usage rights of the word ‘Olympics’.