When you are young and are looking at a whole world of possibilities ahead of you, what’s it worth to keep your future? In a CSR campaign titled ‘Your Future Self’, developed by BBH China, Anheuser-Busch InBev (AB InBev) owned beer brand Harbin has addressed the issue of drink-driving through a compelling idea focussed on the theme of “Smart Drinking. Don’t Drink&Drive”.
AB InBev and Harbin beer hope to address the behaviour of 18-year-olds who are legally permitted to drink as well as drive through this CSR campaign.
In 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.
Client: Harbin Beer
Executive Chairman: Arto Hampartsoumian
Managing Partner: Elvis Li
Chief Creative Officer: Arthur Tsang
Executive Creative Director: Yinbo Ma
Creative Director: Cathy Chao, Issac Ku
Senior Copywriter: Blu Wang, 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 心生活
Director: Steven Chen
Production house Producer: Megan Chen (Executive Producer)