Sep 6, 2009

San Miguel | The Pouring | Guangzhou

San Miguel has brought out a friendship-based thematic campaign with an outdoor initiative for Southern China.

Following a localized campaign in Hong Kong, Guangzhou has also put McCann Erickson on the spot to create a new message for the beer brand. Also revolving around the ‘One Beer, One World of Friends’ theme, the Guangzhou campaign adds the tagline, ‘Only San Miguel is worth pouring for friends’. The phrase is a double entendre in Cantonese slang, which roughly translates as ‘People will hit it off when having San Miguel’.

McCann has created a horizontal execution with a long link of people pouring the beer for each other. The creative agency has also posted beer mugs on subway doors to create a simple visual image of a toast being raised as the doors close.

Project The Pouring
Client Guangzhou San Miguel Brewery Company Limited
Creative agency McCann Erickson, Guangzhou
Group Creative director Danny Chng
Creative director Nathan Zheng
Art director Fancy Ng
Copywriter Leo Kwan
Agency producer Jane Zeng
Account servicing Szeman Cheng, Janet Cheung
Media agency Starcom
Production company Hap Laboratory HK
Exposure Print, outdoor

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