Grey's Chu Tian Beer campaign wins in London

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.

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