As foreign drinks flood the Chinese market, China seeks to do the same in the other countries; first by promoting baijiu in the US, and now by running an ad campaign for Tsingtao in Australia. It’s run by actual Australians not Chinese ad executives, hence the lack of Paul Hogan lookalikes glugging Tsingtao while riding kangaroos around a billabong.
The campaign was developed by creative agency Bloke and was shot at Bondi Beach. The creative concept involves the celebration of the belief in TSINGTAOISM.
Bloke created the campaign with Tsingtao, working direct with the client in China, taking what is very much an international beer and tailoring the messaging to the local market. Tsingtao, aim to have Australians not only enjoy the beer at the Yum Cha table, but in other social environments such as barbeques and bars.
Mike O’Rourke, creative director at Bloke said the campaign was surrounded by the ideals of friendship, social interaction, and enjoying yourself.
Says O’Rourke: “The theme was evident throughout the campaign even early on with the photo shoot down at Bondi Beach. Locals and backpackers were engaged together, which supports TSINGTAOISM.”
Now we just need a campaign about how baijiu promotes democracy or freedom to inspire people to drink it in the US.
[Via The Bloke Archive]