|Title||THE WORLD’S FIRST STREET OF EXCUSES|
|Product / Service||BEER|
|Category||D01. Standard Sites|
|Entrant||AB INBEV Shanghai, CHINA|
|Idea Creation||PARTY A Shanghai, CHINA|
|Marx Zhu||Party A||Founder & ECD|
|Pencil Xu||Party A||Creative Director|
|Landi Qian||Party A||Associate Art Director|
|Kyle Cai||Party A||Copywriter|
|Ian Chen||Party A||Senior Account Manager|
|Jessica Xu||Party A||Account Manager|
China is one of today’s most fast-paced, high-pressure environments for white-collars, particularly in places like Fujian. Because of this busy environment, many of Fujianese choose to create excuses rather than bonding with their inner circles which has affected our connections with them.
The world’s First STREET OF EXCUSES. Sedrin moved these excuses to the shop signs in the most popular food street, creating a new special series of outdoor advertising.