Matthew Miller
Apr 15, 2014

Beer-soaked friends kick off World Cup campaign for Harbin

CHINA - Harbin Beer, through BBH China, is beginning a FIFA World Cup-themed campaign with a spot created specifically for Hei Long Jiang Province, the brand's point of origin.

The brand singled out the province, which has a population of more than 38 million, to have a campaign of its own as it "celebrates a long history and loyal following with Harbin, China’s first beer brand".

Alongside this provincial campaign, the brand is releasing a series of 5- to 15-second TVC bursts that mark the beginning of a national campaign that will roll out in earnest in May and run through the World Cup in July.

The campaign will include OOH, event activation, custom packaging, and under-the-cap promotions.

“Our first campaign for Harbin is one that is close to the hearts of Chinese who have grown up with Harbin beer and its association with the world’s most celebrated sporting event," said Johnny Tan, ECD of BBH China. "Watching the game while sharing a Harbin is often more than just a 'hang out'. It's a ritual that's deeply meaningful and significant. We wanted to reflect and celebrate this truth in this film."



Client: Matt Che, Benny Chen
Executive Creative Director: Johnny Tan
Creative Director: Yinbo Ma
Copywriter: Yu Kung, David Tsai, Doris Lu, Jay Qian
Art Director: Haoxi Lv, Peter Zheng, Zizi Shi
Producer: Robin Chen, Wei Sian Lee, Ken Wang
Account Management: Elvis Li, Cal Yu, Cobain Cheng
Planning: Ed Tsue, Tian Li
Production House: Blue Moom (TVC production), KnockAd (Key Visual production)
Partner Agencies: StarCom, VM IM2.0

Harbin World Cup Campaign (National TVC shorts)

Client: Matt Che, Justin Wei, Joslyn Wu, Simone Xu
Executive Creative Director: Johnny Tan
Creative Director: Yinbo Ma
Copywriter: Carol Ong, Doris Lu, David Tsai
Art Director: Haoxi Lv, Zizi Shi
Producer: Wei Sian Lee
Account Management: Elvis Li, Cecaa Tian, Andrew Hu
Planning: Ed Tsue
Production house: Fat Fat Cat



Related Articles

Just Published

2 days ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

2 days ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

2 days ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

2 days ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.