QIXI_ALL LOVE IS LOVE (FILM)

TitleQIXI_ALL LOVE IS LOVE (FILM)
BrandBUDWEISER
Product / ServiceBUDWEISER QIXI KISS BOTTLE
CategoryB01. Fast Moving Consumer Goods
EntrantBUDWEISER CHINA Shanghai, CHINA
Idea Creation BUDWEISER CHINA Shanghai, CHINA

Credits

Name Company Position
Leo Zhang DraftLine (Budweiser) Executive Creative Director
Uma Zheng DraftLine (Budweiser) Associate Creative Director
Arya Wu DraftLine (Budweiser) Associate Creative Director

Write a short summary of what happens in the film

We invited 9 real couples with different sexual orientations to share their true love stories in a special way. One stated his/her imagined lover via voice while the video was presenting his/her real lover. They revealed the same sincere love in all of these varied love experiences. The video showed that it doesn’t matter whatever your sexual orientation is in front of sincere love. There’s no define solution in love, your lover is the best answer.

Cultural / Context information for the jury

In the traditional view of marriage and love, heterosexual marriage is regarded as the correct form of love and a symbol of filial piety for parents. In 2019, Budweiser launched the #All Love Is Love# campaign on Qixi, encouraging the LGBT community to express their true self and be brave in their love. However, the Chinese media environment has become more adverse in 2020 as the LGBT community were pressured like never before - non-profit organizations were forced to shut down, the leaders faced banishment from the country and numerous social accounts were suspended.

Links

Video URL