BUDWEISER - FANG (UNLEASH)

 

Budweiser is known as a leader in China’s EDM scene - with Budweiser Storm, Asia’s biggest EDM festival, and 4 years of original music video collaborations. Initially, beer sales increased - but over time, young people started to choose wine and liquor instead.

 

So, we broke the mold of traditional EDM music videos by creating a meaningful, story driven, sci-fi film. The film is a metaphor for the way EDM gives people the freedom to release the stress from everyday life.

 

In addition, we built a new product to differentiate from other brands… and drive sales;  An LED wristband that reacts to music when activated by a Budweiser bottle.

 

The film, titled “Fang,” which means “unleash,” stars legendary Chinese pop-icon, Eason Chan. In the film, Eason and Budweiser are the catalysts that help people break free from a mundane world. The LED wristband guides the characters to liberation.

 

Eason wrote a brand-new track and collaborated with Brazilian hit-maker, DJ Alok, to create the EDM remix and score for the film.

 

We launched the film with a full-scale PR event featuring Eason Chan, including a live-stream Q and A panel that garnered 7 billion impressions.

 

The response was overwhelming. The film was viewed by more than 288 million people.The campaign was seen by over 449 million people - and garnered more than 10 Billion impressions. Half a million interactive LED wristbands were distributed across bars, clubs and Budweiser Storm. And sales increased by 15%.

 

In the end, young consumers had content from Budweiser that they chose to seek out rather than avoid—helping solidify Bud’s role in Chinese pop culture.

CLIENT

Budweiser

AGENCY

CAA Marketing

 

ROLE

Creative Executive