Chinese beer brand Tsingtao launches new billboard campaign in Australia via Bloke

The premium Chinese beer brand Tsingtao has executed a billboard campaign in Australia for the Chinese New Year Festival. The campaign was developed by creative agency Bloke and was shot at Bondi Beach. The creative concept involves the celebration of the belief in TSINGTAOISM.

Bloke created the campaign with Tsingtao, working direct with the client in China, taking what is very much an international beer and tailoring the messaging to the local market. Tsingtao, aim to have Australians not only enjoy the beer at the Yum Cha table, but in other social environments such as barbeques and bars.

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Mike O’Rourke, creative director at Bloke said the campaign was surrounded by the ideals of friendship, social interaction, and enjoying yourself.

Says O’Rourke: “The theme was evident throughout the campaign even early on with the photo shoot down at Bondi Beach. Locals and backpackers were engaged together, which supports TSINGTAOISM.”

The campaign is on display throughout the Chinese New Year and no doubt people will be enjoying Tsingtaos throughout that period.

TSINGTAOISM / ching-dou-iz-uhm / n.

1. The way of meeting people and making friends around the world

2. Being social and enjoying yourself

Client: Tsingtao (China)

Media Provider: Ooh! Media