Title | QIXI_ALL LOVE IS LOVE (FILM) |
Brand | BUDWEISER |
Product / Service | BUDWEISER QIXI KISS BOTTLE |
Category | B01. Fast Moving Consumer Goods |
Entrant | BUDWEISER CHINA Shanghai, CHINA |
Idea Creation | BUDWEISER CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Leo Zhang | DraftLine (Budweiser) | Executive Creative Director |
Uma Zheng | DraftLine (Budweiser) | Associate Creative Director |
Arya Wu | DraftLine (Budweiser) | Associate Creative Director |
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.
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.