Don’t drink and drive if you want life opportunities in China, says BBH campaign for Harbin beer

Beer brand Harbin has attempted to promote responsible drinking in a campaign focused on the life opportunities young Chinese people lose out on when they are caught drink driving.

Deeming it a corporate social responsibility campaign, the creative agency involved – Bartle Bogle Hegarty China – said it was a “departure from the category norm, where campaigns typically rely on creating a shock value, the current campaign uses positive images of a “bright future” to communicate the loss that drink-driving can have on an individual”

The 90-second film focuses on the future possibilities for the lead protagonist – played by the film actor Zhang Yishan – if he is able to resist the temptations of drink driving. Those possibilities include becoming a professional basketball player, a rock star or simply meeting the girl of his dreams.

Running on television in China in September and October, and online globally, the film was also accompanied by experiential installations, social and digital activations as well as out-of-home “stunts” – according to the agency.

Harbin marketing director Vicky Ma said: “It is hard to connect with the Chinese youth through standard public service announcements. When you are young you see everything through a lens of possibilities. We wanted our message to focus around the idea of a bright future one risks losing by giving in to the temptation of drink-driving.”

Adding to that, BBH China chief creative officer Arthur Tsang said: “This idea was sparked by the fact that in China, you are legally excluded from a number of surprising and attractive opportunities if you have a criminal record of drink-driving.

“We wanted to depart from the category norms of injury and death, which frankly young people are sick of hearing and believe it will never happen to them personally. Instead we focus our drink driving campaign on the loss of something much closer to their hearts – their own brilliant future.


Chief creative officer: Arthur Tsang

Executive creative director: Yinbo Ma

Creative directors: Cathy Chao and Issac Ku

Senior copywriters: Blu Wang and CK Shan

Senior art director: Anfia Lin

Group account director: Scarlett Xi

Account manager: Yineng Li

Account executive: Yvaine Wang

Planning director: Matt Nolan

Planner: Hubert Mou

Agency Executive Producer: Weisian Lee

Production house: A Newlife Films

Director: Steven Chen

Production house producer: Megan Chen


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