Truly Mystical

Agency: Serviceplan


A Serviceplan Beijing campaign designed to launch Budweiser’s new product ME3 has gone viral in China, making a social buzz within the generation Z target audience. Serviceplan Beijing created digital videos, social media posters and merchandising to promote the new Budweiser ME3 fruit flavoured beer on Chinese mobile platforms TikTok and Weibo, helping their client to reach an unprecedented new peak of sales on e-commerce.
Digital films titled “The Mystical New Spark” and “The Mystical Smile” were shared on TikTok and Weibo, generating over 2.1 billion impressions with click rates of more than 58 million, and views by more than 51 million people in China.

This professional campaign titled 'Truly Mystical' was published in China in October, 2020. It was created for the brand: Budweiser, by ad agency: Serviceplan. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted over 3 years ago.


Worldwide Executive Creative Director Serviceplan Group: Jason Romeyko
Managing Director, Serviceplan Beijing: Marcus Ma
Associate Creative Director: Mark Liu
Art Director: Suo Er
Director of Client Service: Erin Lee
Account Director: Alison Feng
Production house: MYSTERY BOX London
Illustrator: James White
Illustrator: Trey Trimble
Budweiser ME3 Launch Video Production house: THE EYE
Director: Gingzim Lo
DOP: Qiang
VFX: A-Nuo
Budweiser ME3 Viral Video Production house: Yan Studio Beijing
Director: Mark Liu
DOP: Bin Li
VFX: A Kai
Editor: Hao Wang
Producer: Jian Shi
International Communications Officer: Lee Sharrock
Other credits: Chong Kin

14 Hands Winery
James Joyce Gin


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