The ‘Stand up for fun' video was initially launched at the beginning of 2010. This time around, creative agency Beijing J Walter Thompson Advertising and media agency Vizeum China have added a twist to the game of football.
The viral videos put the China team up against strong foreign teams like France, Argentina and Brazil. In one video, the competition starts a fierce game of ping pong, while two others record the dramatised ‘World Cup Mahjong' game and ‘World Cup Hot Pot' contest.
"The viral campaign captures the unique essence of Carlsberg Chill - to defend and champion Chinese people's happiness," said Van Lai, marketing director at Carlsberg Brewery China.
The videos are shot in Beijing by rising director Zhu Jingjing and producer Myra Wu from JQK Productions.
The campaign aims to give Chinese football fans a reason to celebrate despite the fact that their football team is not competing in South Africa.
Credits:
Project Carlsberg Chill World Cup Viral Campaign
Client Carlsberg Chill
Creative agency Beijing J Walter Thompson Advertising Co
Chief creative officer Polly Chu
Creative director Sun Shankun
Art director Qiu Dechun
Copywriter Huang Wei
Agency producer Ma Lin
Media agency Vizeum China
Production company JQK Production
Exposure Online
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