Description
Hong Kong Beer Co is one of Hong Kong's most famous craft beers, brewing award-winning craft beers since 1995. With Chinese New Year (The Year of the Snake) being an important sales window, we needed a campaign that highlighted the differentiator the brand has compared to other beer brands. We found the answer within the brand.
"RESPECT TRADITION, CRAFT REVOLUTION" — the motto of Hong Kong Beer Co — set the tone for our celebration of the Year of the Snake and Chinese New Year 2025.
We created a campaign inspired by the same dedication and craftsmanship that goes into brewing every flavor of their craft beer.
Each element in the visuals — from the bubbles to the consistency, light, color, and fluidity of the beer — was meticulously crafted. We transformed the beer liquid into a mesmerizing snake-like pattern, symbolizing good fortune. The longer the snake, the more beer it represented, making "more beer mean more fortune."
This professional campaign titled 'Here's to the Year of the Snake' was published in China in January, 2025. It was created for the brand: Hong Kong Beer Co, by ad agency: Publicis Groupe Hong Kong. This Design and OOH Outdoor media campaign is related to the Alcoholic Drinks industry and contains 4 media assets. It was submitted 10 months ago.
Credits
Advertising Agency: Publicis Groupe Hong Kong
Production Company: Illusion CGI Studio
Chief Creative Officer: Christopher Lee
Creative Director: Stratos Efstathiou
Associate Creative Director, Copywriter: Tim Lee
Senior Account Director: Marcos Lee
Senior Account Executive: Tanya Poh
Project Manager: Polly Lam
Illustrator: Illusion CGI Studio
Photographer: Illusion CGI Studio
