Background

Every Spring Festival, over 3 billion Chinese consumers travelled between place they work and home, which is the human migration of the biggest scale on the planet. But Spring Festival of 2020 was special, with COVID-19 spread nation-wide. The travel back to work becomes the most dangerous journey. Consumers panic about traveling back to work. ‘How to go back to work safely’ has become the hottest social topic during the period. The government’s strict anti-epidemic guidelines also intensified this panic. We want to convey a sense of optimism while providing effective TIPS. Budget: 0.9m RMB Project scope: digital/social

Describe the creative idea (40% of vote)

Harbin Beer is also called by the Chinese:“哈啤”which means happy and “一起哈啤”（ha-pi together）has always been the brand proposition of Harbin beer. Leveraging the format of Chinese Propaganda poster, Harbin Beer created a joyful and humorous Back-to-Work Bible, with a series of useful and easy-to-carry-out tips are given to different groups of consumers among working population during Spring Festival under the impact of Covid-19.

Describe the execution (40% of vote)

The "Red Poster" invented by Mao Zedong was born after the founding of the People's Republic of China in 1949. It helped CCP successfully mobilized its people to overcome countless momentous struggle and has long been a kind of collective memory of Chinese consumers. The format is widely leveraged by pop culture and artists. Leveraging the well-known art style of propaganda posters, but incorporating with hottest internet memes and combining with different situations encountered on the way of rework to present this bible.

List the results (20% of vote)

The Harbin Rework Guide not only helped consumers rework safely, our Chinese style humor really aroused their collective memory and eased the COVID panic. And it has been spontaneously forwarded by the media inside and outside the industry, and even been imitated by well-known brands. Social impression: 20 million media impression, of which 16.5 million impression were earned-media worth 1.4 million yuan; Best case of 2020 Q1 in China advertising circle; The government took the initiative to cooperate to provide free media spots in communities and office buildings, and took‘Ha-pi Back-to-Work Bible’ as the official epidemic prevention guidance.