Spikes Asia

QIXI_KISS BOTTLE

BUDWEISER CHINA, Shanghai / BUDWEISER BUDVAR / 2021

Awards:

1 Bronze Spikes Asia
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Overview

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Credits

OVERVIEW

Background

Qixi, the traditional Chinese Valentine’s day, is the time for people to express their thoughts about love and celebrate for their love stories. It should be a festival for everyone but in current society, LGBTQ community has not been fully understood. In Chinese media environment, the LGBTQ topic and content have always been blocked by censorship. Budweiser launched the #All Love Is Love# campaign on Qixi, encouraging the LGBT community to express their true self and be brave in their love.

Idea

Our audience are all citizens who celebrate love on Qixi, mainly in LGBTQ community, young and well-educated people in tier 1/2 cities. Speaking out on Pride day is not enough for LGBTQ community. But more importantly, people should see the same nature of love. People should celebrate love even if it is different from them in traditional valentine’s day.

By advocating adhering to the true self and embracing diversified expressions of love, the brand shows its true self attitude to consumers.

Product design idea - kiss bottle

We illustrated two pair of lovers with kissing face on each bottle.

When two bottles were combined, they created a kissing couple.

And when different bottles were combined with each other, different kinds of lovers were represented.

Execution

In Chinese Valentine's Day, we designed two 'Kiss Bottles', with two lovers on the front and back sides.But when two different products are combined, there will be more different love types. Meanwhile, we launched the Qixi Festival limited edition gift box on the Tmall.The gift box is a product display device, with a three-sided hollowed-out design to show three different kinds of love.

Outcome

Overall, we got 15K consumer generated contents, 180+ news clippings and 21 million RMB in AD value.

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