THE WORLD’S FIRST STREET OF EXCUSES

TitleTHE WORLD’S FIRST STREET OF EXCUSES
BrandSEDRIN
Product / ServiceBEER
CategoryD02. Ambient Outdoor
EntrantAB INBEV Shanghai, CHINA
Idea Creation PARTY A Shanghai, CHINA

Credits

Name Company Position
Landi Qian Party A Associate Art Director
Kyle Cai Party A Copywriter
Marx Zhu Party A Founder & ECD
Ian Chen Party A Senior Account Manager
Jessica Xu Party A Account Manager

Cultural / Context information for the jury

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.

Please outline the innovative elements of the work

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.