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BBH China Taps into Chinese World Cup Fever for Harbin Beer



Agency launches pre-tournament campaign specifically for the beer's home province

BBH China Taps into Chinese World Cup Fever for Harbin Beer

Harbin Beer, official sponsor of the FIFA World Cup 2014, has recently launched a TVC specifically created for Hei Long Jiang Province– the hometown of Harbin Beer. This creative TVC is produced by BBH China, which officially kicks off the Harbin Beer FIFA World Cup campaign in China.

The province, with a population of over 38 million was singled out to have a campaign of its own as it celebrates a long history and loyal following with Harbin, China’s first beer brand.
The Hei Long Jiang TVC targets Chinese men who are both football enthusiasts as well as men new to world cup fever - and aims to bring excitement to their otherwise predictable work – life routines.
Alongside this domestic campaign is a series of 5-15 second TVC bursts that marks the beginning of a national phase of the campaign.

The official national campaign for Harbin beer is due to launch in May and will run through the months up until World Cup Season in July. The campaign will include out of house, event activation, custom packaging, and under-the-cap promotions.

Said Johnny Tan, Executive Creative Director, BBH China: “Our first campaign for Harbin is one that is close to the hearts of Chinese who have grown up with Harbin beer and its association with the world’s most celebrated sporting event. Watching the game while sharing a Harbin is often more than just a "hang out". It's a ritual that's deeply meaningful and significant. We wanted to reflect and celebrate this truth in this film."

Said Matt Che, Brand Director, Harbin Beer: "With over 113 years of history in the Hei Long Jiang province, we would like to both nurture the strong local pride and loyalty surrounding Harbin as well bring new energy to the brand. It not just about being nostalgic, but also looking to the future, with this ever familiar friend 'Harbin”


Harbin World Cup Campaign (Hei Long Jiang Campaign)

Client: Matt Che, Benny Chen

Executive Creative Director: Johnny Tan

Creative Director: Yinbo Ma

Copywriter: Yu Kung, David Tsai, Doris Lu, Jay Qian

Art Director: Haoxi Lv, Peter Zheng,Zizi Shi

Producer: Robin Chen, Wei Sian Lee,  Ken Wang

Account Management: Elvis Li, Cal Yu, Cobain Cheng

Planning: Ed Tsue, Tian Li

Production House: Blue Moom (TVC production),KnockAd (Key Visual production)

Partner Agencies: StarCom, VM IM2.0

Harbin World Cup Campaign (National TVC shorts)

Client: Matt Che, Justin Wei, Joslyn Wu, Simone Xu

Executive Creative Director: Johnny Tan

Creative Director: Yinbo Ma

Copywriter: Carol Ong, Doris Lu, David Tsai

Art Director: Haoxi Lv, Zizi Shi

Producer: Wei Sian Lee

Account Management: Elvis Li, Cecaa Tian, Andrew Hu

Planning: Ed Tsue

Production house: Fat Fat Cat

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Genres: People

Categories: Alcoholic Beverages, Beers

BBH China, Tue, 15 Apr 2014 15:17:00 GMT