Budweiser is a global symbol of American beer, but during Chinese New Year, local brands in China dominate with deeper cultural ties. With national pride surging and traditions recently recognized by UNESCO, we needed a way to join the celebration authentically.
Instead of speaking to the people, we joined them in honoring a shared custom: wearing new clothes to welcome the new year, symbolizing new beginnings. Partnering with Shanghai Tang and local artisans, we created 5,000 handcrafted outfits for our bottles. The collection sold out on WeChat, making Budweiser a true participant in China’s most iconic celebration.
Agency: Gut Singapore ~ CCO: Carlos Camacho ~ CD/AD: Michele Salati ~ ACD/ CW: Ernest Ching