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)

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Topics

Related Articles

Just Published

8 hours ago

Let your jeans age the way you do—gracefully

A new global spot for denim brand G-Star Raw uses deepfake technology to bring a man from his youth all the way to old age in under a minute.

9 hours ago

How brands can get noticed in hyper-socialised China

The market's fast-evolving digital and marketing ecosystem can be a blessing or a curse to brands. The CEO of DDB China Group and CEO of DDB Asia provide tips on how to navigate this challenging but lucrative opportunity.

10 hours ago

'People want to do more than shop online': Shopee's ...

Winston Goh, Shopee Singapore's head marketer, talks about going beyond transactional shopping experiences and creating diverse retail journeys.

22 hours ago

Starbucks pulls brand out of Russia

The American coffee giant follows McDonald’s in exit following business suspension.