Category

Award

STRANGEST BEER CULTURE

ClientTSINGTAO
ProductBEER
EntrantOGILVY SHANGHAI, CHINA
Type of EntryTechnique
CategoryBest Use of Media Relations
TitleSTRANGEST BEER CULTURE
Product/ServiceBEER
Entrant Company:OGILVY SHANGHAI, CHINA
PR/Advertising Agency:OGILVY SHANGHAI, CHINA
Credits
Name Company Position
Kevin Lee Ogilvy Shanghai Executive Creative Director
Kelvin Leong/Adams Fan/Cindy Shen/Chookian Khoo Ogilvy Shanghai Creative Director
Kevin Lee/Zhang Lei//Kelvin Leong/Ellie See/Xiao Kun/Chookian Khoo/Tianli Liu Ogilvy Shanghai Art Director
Ryan Falch/Adams Fan/Tino Liu/Cindy Shen/Pickle Guo Ogilvy Shanghai Copywriter
Zhang Lei//Ellie See/Tianli Liu/Kevin Lee Ogilvy Shanghai Designer
Kevin Lee/Zhang Lei/Ellie See Ogilvy Shanghai Typographer
Aywei Wong/Weisian Lee/XiaoLong Wu Ogilvy Shanghai Agency producer
Sparkle Film Sparkle Film Production House
Lai He Film Director
XiaoLin Zhao Sparkle Film Production House Producer
Attic Post Attic Post Post production house
ChyeYee Chow Attic Post Post producer
Wang Fang/Aaron Jia/Wu Wen Nan Editor
Jeep Chow Motion Graphics
Liu Yong DOP/Camera man
Hush Studios, Shanghai Hush Studios, Shanghai Sound Studio
Lydia Liu Ogilvy Shanghai Print producer
Twelve Tang Ogilvy Shanghai Agency supervisor

Describe the campaign/entry:

The 2010 World Expo in Shanghai was visited by over 73 million people, included 246 participants and spanned 184 days. As the #1 beer in China, Tsingtao needed to represent the nation during this once in a lifetime event.

Describe the brief from the client:

The 2010 World Expo in Shanghai was visited by over 73 million people, included 246 participants and spanned 184 days. As the #1 beer in China, Tsingtao needed to represent the nation during this once in a lifetime event.

Results:

Over 73 million people visited the Shanghai World Expo in 2010 and millions of them toasted, drank and enjoyed the #1 in China. They also experienced something they would not be able to anywhere else in the world.

Execution:

China does not have a recognizable beer culture, so we gathered and owned all the unique drinking rituals and etiquettes from every region. Then we introduced China's beer culture to millions of foreigners at the 2010 World Expo and let them experience it firsthand.

The Situation:

China does not have a recognizable beer culture, so we gathered and owned all the unique drinking rituals and etiquettes from every region. Then we introduced China's beer culture to millions of foreigners at the 2010 World Expo and let them experience it firsthand.

The Strategy:

China does not have a recognizable beer culture, so we gathered and owned all the unique drinking rituals and etiquettes from every region. Then we introduced China's beer culture to millions of foreigners at the 2010 World Expo and let them experience it firsthand.