havas Content printed form Havas - The Download - https://download.havas.com/behind-the-work/taking-over-the-world/
Work

Taking Over the World

Taking Over the World

Patricia Murphy

Patricia Murphy

January 21, 2020

Ben Sun, Chief Creative Director of Havas Group China and General Manager of Havas Shanghai on the campaign that connects the world with TsingTao Brewery.

"Strategically, we wanted to place Tsingtao Beer as a bridge to 'connect' people in various gathering moments"

Every hour, more than 40,000 Tsingtao bottles are cracked open around the world and yet, many consumers don’t recognize the beer as a global brand. With an aim of connecting with a youthful cross-continental audience, Havas Group China developed “Connecting the World with Joy,” an airy ad that sets Tsingtao off on a round-the-world trip from New York to Shanghai. Chief Creative Director Ben Sun talks about the award-winning ad that leaves you thirsty for a bottle (and some summer vibes).

 

In this film for Tsingtao, foam released from a can of beer spreads across the globe and uplifts everyone’s spirits. Where did this concept stem from?

We wanted to put emphasis on Tsingtao’s quality in this ad, and part of that is the beer’s foam. This brand embodies quality and for this reason, it stands out from its global competitors. The beer is sold in more than 100 countries, so this concept of Tsingtao taking over the world—from New York, to Paris, to Shanghai—is one we ran with. Beer foam is a language that all consumers can understand, no matter where they are from, and without language barriers. The foam of good beer can bring people enjoyment and inspire beer drinkers to toast.  The simple and beautiful visual elements, including famous world landmarks such as the Arc de Triomphe and Times Square, allowed consumers to view Tsingtao Brewery as a global brand that connects people.

Who was the ad aimed at?

Keeping with the mission of Havas Group, our goal is to bring Chinese brands overseas, and to welcome and facilitate global brands into China. Our client, Tsingtao, wanted to stand firm in the international market. Tsingtao Brewery is a well-known local beer brand for Chinese consumers, but few actually know that as a globally recognized brand. It is exported to more than 100 countries around the world with high sales. Despite this, we felt global consumers still do not factor in Tsingtao when choosing a beer in day-to-day scenarios. Therefore, strategically, we wanted to place Tsingtao Beer as a bridge to “connect” people in various gathering moments which came across in the ad.

"We wanted to express the global reach of Tsingtao and to use landmarks from several continents to represent our distribution to the world"

The ad features beautiful shots of New York, Paris, and Shanghai. Why were these cities chosen to feature in the ad?

Globally up to 40,000 bottles of Tsingtao beer are consumed every minute. We wanted to express the global reach of Tsingtao and to use landmarks from several continents to represent our distribution to the world. We wanted to include North America, Europe, and Asia in the ad, so New York, Paris, and Shanghai were chosen because they are iconic metropolitan cities that represent a certain youthfulness. We landed on the slogan, “Connecting the World With Joy,” which we thought would allow consumers to better understand and recognize the role of Tsingtao Brewery in their lives, and to deepen Tsing Tao Brewery’s internationalization.

Havas Shanghai worked with Yessian Music, a global collective of producers, composers, music supervisors, research creatives and recording artists, on this project. How did you land on “Summer Days” as the film’s final track?

The director picked the soundtrack. Because he is a movie director, he has various resources on sounds and music: it allowed him to be “authorized” to make the choice and embody this ad more like a movie, not a traditional ad.

The ad won Gold for its visual effects at the London International Advertising Awards this year. What was it like to have your work recognized on this level?

Havas Creative Group has won a number of international and national awards over these last few years, and we are very honored to receive this award. The award was presented by the Chinese delegate of London International Award to Mason and Karl. We would like to thank our clients, our team and our management for making this happen. With all the support, we hope to make 2020 the most meaningful year yet.

"Strategically, we wanted to place Tsingtao Beer as a bridge to 'connect' people in various gathering moments"

Every hour, more than 40,000 Tsingtao bottles are cracked open around the world and yet, many consumers don’t recognize the beer as a global brand. With an aim of connecting with a youthful cross-continental audience, Havas Group China developed “Connecting the World with Joy,” an airy ad that sets Tsingtao off on a round-the-world trip from New York to Shanghai. Chief Creative Director Ben Sun talks about the award-winning ad that leaves you thirsty for a bottle (and some summer vibes).

 

In this film for Tsingtao, foam released from a can of beer spreads across the globe and uplifts everyone’s spirits. Where did this concept stem from?

We wanted to put emphasis on Tsingtao’s quality in this ad, and part of that is the beer’s foam. This brand embodies quality and for this reason, it stands out from its global competitors. The beer is sold in more than 100 countries, so this concept of Tsingtao taking over the world—from New York, to Paris, to Shanghai—is one we ran with. Beer foam is a language that all consumers can understand, no matter where they are from, and without language barriers. The foam of good beer can bring people enjoyment and inspire beer drinkers to toast.  The simple and beautiful visual elements, including famous world landmarks such as the Arc de Triomphe and Times Square, allowed consumers to view Tsingtao Brewery as a global brand that connects people.

Who was the ad aimed at?

Keeping with the mission of Havas Group, our goal is to bring Chinese brands overseas, and to welcome and facilitate global brands into China. Our client, Tsingtao, wanted to stand firm in the international market. Tsingtao Brewery is a well-known local beer brand for Chinese consumers, but few actually know that as a globally recognized brand. It is exported to more than 100 countries around the world with high sales. Despite this, we felt global consumers still do not factor in Tsingtao when choosing a beer in day-to-day scenarios. Therefore, strategically, we wanted to place Tsingtao Beer as a bridge to “connect” people in various gathering moments which came across in the ad.

"We wanted to express the global reach of Tsingtao and to use landmarks from several continents to represent our distribution to the world"

The ad features beautiful shots of New York, Paris, and Shanghai. Why were these cities chosen to feature in the ad?

Globally up to 40,000 bottles of Tsingtao beer are consumed every minute. We wanted to express the global reach of Tsingtao and to use landmarks from several continents to represent our distribution to the world. We wanted to include North America, Europe, and Asia in the ad, so New York, Paris, and Shanghai were chosen because they are iconic metropolitan cities that represent a certain youthfulness. We landed on the slogan, “Connecting the World With Joy,” which we thought would allow consumers to better understand and recognize the role of Tsingtao Brewery in their lives, and to deepen Tsing Tao Brewery’s internationalization.

Havas Shanghai worked with Yessian Music, a global collective of producers, composers, music supervisors, research creatives and recording artists, on this project. How did you land on “Summer Days” as the film’s final track?

The director picked the soundtrack. Because he is a movie director, he has various resources on sounds and music: it allowed him to be “authorized” to make the choice and embody this ad more like a movie, not a traditional ad.

The ad won Gold for its visual effects at the London International Advertising Awards this year. What was it like to have your work recognized on this level?

Havas Creative Group has won a number of international and national awards over these last few years, and we are very honored to receive this award. The award was presented by the Chinese delegate of London International Award to Mason and Karl. We would like to thank our clients, our team and our management for making this happen. With all the support, we hope to make 2020 the most meaningful year yet.

Patricia Murphy is a content creator with a background in digital health and lifestyle journalism. She loves to chat and tell stories.

ArabicChinese (Simplified)DutchEnglishFrenchGermanItalianPortugueseRussianSpanish

contact our office

Call:

Stop by:

Connect:

Cookie Settings