Grey Worldwide's Chu Tian Beer campaign won the best in art
direction in the beverage - alcoholic category for client Wuhan Euro
Dongxihu Brewery at the recent London International Advertising
Awards.
The win, which established it as the only agency in China to take home a
prize at the annual awards, was based on "Glass", a poster illustrating
the simple idea of "Pure natural malt taste".
A closer look at the poster, however, reveals the beer in the glass is
made out of malt fields and the foam has been formed by white clouds
over the horizon.
"A couple of factors contributed to our success, but the most important
one was team spirit," said Grey Worldwide group head of art Michael
Wong.
"Although we only spent one to two weeks working for this poster, we put
in great effort to ensure the quality of the campaign."
The creative team included Mr Kevin Lee, Mr Michael Wong, Mr Li Wen Long
and Ms Chen Jing.
