We designed a Mid-night Can for Tsingtao Beer, and launched this new customized product on a“Mid-night Canteen”converted by us from a beacon tower of the Great Wall, the symbol of China. The event suddenly attracted wide attention across China. We also invited famous artists to sing and perform Chinese calligraphy while drinking on the Great Wall for the event.

The Great Wall is a historic and unique site in the world, and we worked hard to persuade the administration bureau to agree to our idea after tough negotiation and promising to protect the Great Wall in the appropriate way. Finally a mid-night canteen was set up on a beacon tower of the Mutianyu Great Wall. The famous artists were invited to sing, drink and perform Chinese calligraphy in the canteen. The canteen itself is a miracle while it lasted entire one week on the Great Wall, and is called as "the most beautiful mid-night canteen".

It was streamed live nationwide in a program named “Mid-night Canteen on the Great Wall” and was viewed around 10 million times. Its topic views reached 160 million with coverage of 230 million people. The Mid-Night Cans were sold out soon after the launch, and it has become the first choice beer of the young. The event also enhanced the brand image of Tsingtao Beer, making it alongside the Great Wall, one of the prides of China.