Ad Nut
Jan 2, 2019

Harbin introduces Zhang Yishan to his future self

Eschewing scare tactics, the beer brand opts to show the upside of not drinking and driving.

Happy New Year! Ad Nut, who is feeling recharged after a nice break filled with long sleeps and perhaps too many nut-filled bonbons, wishes you a productive and happy 2019.

Helping to start out the year on a positive note, here's a campaign from BBH Shanghai and AB InBev-owned Harbin beer. Rather than showing the risks of driving drunk, it focuses on the positive life outcomes one might look forward to if one chooses not to do so. Of course, not everyone will sink the winning shot in a big basketball game or find themselves dancing on TV, as Zhang Yishan does in the video. But those who die a grisly death or get slapped with a lengthy prison sentence certainly won't do those things, so it's a good message. 

The campaign, which launched in December, includes TV and online video, experiential installations, social and digital activation and OOH stunts, according to the agency. A pop-up exhibition, the ‘Lost & Found Museum’, in Shanghai, feautured 52 art installations by 11 artists, including 'Crushed Future' (below). 

CREDITS

Business Lead:
Executive Chairman: Arto Hampartsoumian
Managing Partner: Elvis Li

Creative team:
Chief Creative Officer: Arthur Tsang
Executive Creative Director: Yinbo Ma
Creative Director: Cathy Chao, Issac Ku
Senior Copywriter: Blu Wang, CK Shan
Senior Art Director: Anfia Lin

Account team:
Group Account Director: Scarlett Xi
Account Manager: Yineng Li
Account Executive: Yvaine Wang

Planning Director: Matt Nolan
Planner: Hubert Mou

Agency Executive Producer: Weisian Lee

Production house: A Newlife Films 心生活
Director: Steven Chen
Production house Producer: Megan Chen (Executive Producer)

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