Title | WUHAN IGNITED |
Brand | BUDWEISER |
Product / Service | BUDWEISER EDM LIVE SHOW |
Category | I07. Corporate Purpose & Social Responsibility |
Entrant | BUDWEISER CHINA Shanghai, CHINA |
Idea Creation | BUDWEISER CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Leo ZHANG | draftLine(Budweiser) | Executive Creative Director |
Daniel Wang | draftLine(Budweiser) | Creative Director |
Lei Zang | draftLine(Budweiser) | Associate Creative Director |
Serena Tian | draftLine(Budweiser) | Senior copywriter |
Hazel Xu | draftLine(Budweiser) | Art Director |
gaga Shen | draftLine(Budweiser) | Art Director |
Yuki Yu | draftLine(Budweiser) | Planner |
Chace Chen | draftLine(Budweiser) | Project Manager |
Amanda Wang | draftLine(Budweiser) | Project Manager |
Since the pandemic,The number of COVID patients in Wuhan kept rising. Wuhan, thus, became the very first city to lock down. 420, the ID number representing the people in Wuhan, became the symbol of Covid-19, 420 was isolated from the world. In April, 2020, lockdown ended in Wuhan. However, the discrimination did not. Born in Wuhan, Budweiser China decided to do something.
Originated from Wuhan, Budweiser China believed all 420s deserved respect from the world, and we owed them a welcome ceremony to bring people together. With all 420s, On April 20th, a special date for Wuhan (420 as their ID code), Budweiser held the first-ever post-quarantine EDM live-streaming parade on Wuhan's mother river. In conjunction with a spectacular city light show to cheer for the city.
<420 Wuhan ignited live-streaming> On April 20th, we breakthrough-ed single camera shooting mode of traditional live-streaming, and ignited the vibe and mood to climax in EDM, incorporating diverse strong Wuhan elements – local dialect theme, cultural tourism brands, local theme songs, city landmarks, and city light shows.
6734,000+Livestream Views ; 99.99% Earned Media 10X Engagement; 47,600,000+Impressions NO.1 Social Topic On Local Social Media Platforms
Since the pandemic, the number of COVID patients in Wuhan kept rising. Wuhan, thus, became the very first city to lock down.420, the ID number representing the people in Wuhan, became the symbol of Covid-19,420 was isolated from the world. 420s fought for 76 days and nights before Wuhan was officially unlocked, but people's fear of 420 remained unchanged. Born in Wuhan, Budweiser China decided to do something.Budweiser China believed all 420s deserved respect from the world, and we owed them a welcome ceremony to bring people together.