Piece #1

  • Harbin - Happiness without borders_case film
  • Piece #2

  • Harbin Happiness without borders_content video
  • Piece #3

  • Hero image


Piece #1 - Harbin - Happiness without borders_case film


Company:
BBH China Ltd.
Award:
AME Gold Medallion
Brand:
Harbin Beer
Title:
Happiness Without Borders
Country:
CHINA
Competition:
social benefit
Category:
promotion of peace / human rights

Talent Credits

  1. Johnny Tan - Chief Creative Officer
  2. Yinbo Ma - Group Creative Director
  3. Haoxi Lv - Creative Director
  4. Matt Nolan - Strategic Planner
  5. Tony Wang - Senior Account Executive
  6. Cobain Cheng - Account Manage
  7. Lyon Liao - Art Director
  8. August Cao - Copywriter
  9. Carol Ong - Associate Creative Director
  10. Elvis Li - Head of Business Development
  11. Rei Zhang - Account Director
  12. Weisian Lee - Senior Producer
  13. Lin Liu - Director
  14. Johnny Tan - Chief Creative Officer
  15. Yinbo Ma - Group Creative Director
  16. Haoxi Lv - Creative Director
  17. Matt Nolan - Strategic Planner
  18. Tony Wang - Senior Account Executive
  19. Cobain Cheng - Account Manage
  20. Lyon Liao - Art Director
  21. August Cao - Copywriter
  22. Carol Ong - Associate Creative Director
  23. Elvis Li - Head of Business Development
  24. Rei Zhang - Account Director
  25. Weisian Lee - Senior Producer

Campaign Summary

China has the most borders in the world, many of them with populations on either side continually at odds over cultural differences and territorial claims. But during the Olympics, stories of unity and good sportsmanship are the most salient. Knowing this, Harbin beer saw an opportunity to promote its core belief in being “Happy Together” – but this time looking past the brand’s traditional borders and audience. Through sportsmanship and a celebratory beer, Harbin brought people on both sides of tense borders together in the spirit of the games. Win or lose, both sides could celebrate together with a beer – because beer knows no strangers. Through a powerful film based on this truth, the brand was able to capture a meaningful share of voice during the Olympic season – a time when the world’s largest brands dominate media spending and usage rights of the word ‘Olympics’.



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