Please tell us about the social behaviour that inspired the work

In Chinese dormitory, four dormmates live and play games together for 4 years. They grow into brothers. Meanwhile, E-Gaming is the most trending passion point for Gen-Z. Also, Harbin Beer is not only the most loved beer brand for Gen-Z, but also the only selected brand to sponsor LOL Professional League. Thus, Harbin Beer hope to use languages of Gen-Z as well as E-gamers to communicate with them. Harbin Beer has the insights on some words and expressions Gen-Z gamers use have double meaning, when used in gaming or graduation context. Dormitory is the venue with most of the memories of college life. Leveraging these frequently used double-meaning expressions as key creative platform, and the dorm as the key creative device, Harbin Beer presented a flash-back campaign to arouse the graduates’ emotion.