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Harbin Last 18
2019铜奖

Harbin Last 18

RC-W-2019-12910

代理组 / CA-5008 公关整合传播


参赛公司 百比赫广告(上海)有限公司 BBH CHINA
广告主/品牌主 哈尔滨啤酒 Harbin Beer

作品信息

发布日期 2018年12月
预算/研发成本 20-50万
公益 No
行业类别 酒精饮料
品牌 哈尔滨啤酒 | HARBIN BEER
在线链接 哈尔滨啤酒

作品描述

背景

Harbin has long been China’s favorite beer amongst legal age young adults. Yet with increasing competition, they are losing traction with their core audience and are beginning to be seen as less youthful.

目标

While the whole world counted down to another New Year, Harbin counted down to the very first legal beer of Tian imo, the last person to turn 18 in the last minute of 2018.

创意

FROM A YEAR OF BEING EXCLUDED TO A LIFETIME OF FEELING EXCLUSIVE

When millions were counting down to the New Year, we counted down to one person’s first legal beer – Tian Jimo, the last person to turn 18 in the last minute of 2018 and the last to reach the legal drinking age in China.

结果

THE BEER TAP THAT UPSTAGED NEW YEAR’S EVE

To bring Tian Jimo from being excluded to feeling exclusive, we went to lengths to make our gift truly personal by programming it with AI facial recognition. As the gift was a surprise, we trained the AI without seeing Tian Jimo in person.


TJM FINAL BOARD 12.8m

参赛案例模板PPT - Harbin 18 at last

Harbin 18 at last


制作信息

代理公司 百比赫广告(上海)有限公司 | BBH CHINA LIMITED (上海)
广告主/品牌主参与人员信息 Hower Ji,Brand Director,0086-137-6162-7399,Hower.JI@cn.ab-inbev.com