SHANGHAI, CHINA — BBDO China, a renowned creative powerhouse, has captivated the global stage, illuminating the dynamic landscape of Chinese advertising. The agency achieved a remarkable feat by securing a prestigious gold award at the recently concluded New York Festivals AME Awards for its exceptional work on the “The Harbin Sit Pack” campaign. BBDO China was the only agency from China to secure Gold at the prestigious event this year.
Elvis Li, General Manager at BBDO Shanghai, said, “It’s hard to put into words the immense joy I feel for this international recognition, securing a gold and three silvers [which is] a testament to the exceptional team at BBDO.”
The award-winning campaign, titled “The Harbin Sit-Pack,” captivated both judges and audiences alike with its ingenious approach. Amidst a sea of similar communications in the mass beer industry, Harbin chose to differentiate itself by creating innovative experiences that resonated with its target audience. The campaign’s timing during the 2022 FIFA World Cup, coupled with creative problem-solving, led to unprecedented success.
The central idea behind the campaign was to provide Chinese youth with a unique solution to host FIFA home parties, despite limited living space. Harbin introduced “The Sit-Pack,” a special beer multipack that transforms into a portable, extendable bench, accommodating up to 8 people. This concept addressed the challenge of small living spaces, allowing young drinkers to enjoy memorable FIFA gatherings at home.
The results of “The Harbin Sit-Pack” campaign spoke volumes:
- Social buzz exploded, and consumer engagement with the campaign reached record levels.
- Brand ratings on key attributes such as “For Young People”, “A Brand I will Share with Friends” and “Is an Innovative Brand” grew significantly.
- All Sit-Pack units were sold out within one minute during a live-stream event, demonstrating its tremendous popularity.
- Sales of the brand’s in-home SKU, the big can, witnessed remarkable growth compared to December 2021.
The New York Festivals AME Awards celebrate brave and effective campaigns that achieve the essential mission of making a positive impact on clients. BBDO China’s success not only reiterates its commitment to creative excellence but also heralds a new era of global recognition for China’s creative industry.
