In Chinese dormitory, four dormmates live and play games together for 4 years. They grow into brothers.

E-Gaming is the most trending passion point for Gen-Z. Also, Harbin Beer is not only the most loved beer brand for Gen-Z, but also the only selected brand to sponsor LOL Professional League.

Thus, Harbin Beer presented an emotional flash-back campaign for graduates/gamers using their favorite E-games and languages.

Gen-Z consumers, gamers, graduates are the core target audience for Harbin Beer.

Leveraging frequently used double-meaning expressions as key creative device, and the dorm as the key creative element, we presented a flash-back campaign to arouse the graduates’ emotion.

Harbin Beer redesigned its packaging with a huge hollow-shaped 8 on face of can which can be painted into ten different number. With 3 cans, students can form their dorm number to recall the college life memory and celebrate their friendship.

-Social impression: 197 million

-NO.1 buzzable beer brand during 2020 graduation season.

-Sales of The Summoner’s Rift dorm can (limited edition): 102k cans in ONE day

-GMV during period: 4.56m RMB, + 60% vs. same period last year.