The print designs introduce the common Chinese custom of penalising late-comers with three beers, the make-believe origin of the word ‘enjoyment’ and more.
For the local Chinese consumers, this campaign also aims to capture the attention of urban youths. The ‘quirky illustrations’ created by the Ogilvy team gives a more relax and friendly image to Tsingtao.
“Tsingtao has been a mainstay in the Chinese beer market for over a century,” said Karen Liu, vice general manager and brand director of sales and marketing center at Tsingtao Brewery. “So we have a deep understanding of Chinese drinking culture and are eager to introduce its appeal to an international audience.”
The campaign will run until mid-June and also air across English expat magazines, Western restaurants and subway stations.
Ogilvy & Mather China has received the Tsingtao Beer creative business in March 2010.
Project Drink Tsingtao, Understand China
Client Tsingtao Beer
Creative agency Ogilvy & Mather Shanghai
Executive creative director Kevin Lee
Creative director Cindy Shen
Art directors Ethan Lin, Lei Zhang, Robin Wu
Copywriter Cindy Shen
Agency producer Qin Lin
Account lead Joyce Chang