Harbin Beer: Your Future Self by BBH China

Agency: BBH China
Date: Dec 2018
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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

Business Lead:

Executive Chairman: Arto Hampartsoumian

Managing Partner: Elvis Li

Creative team:

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

Account team:

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)

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Added 13 June 2019
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