Creativity

Watch the Slick-Looking Science Fiction Film that Budweiser Made

Short Film Stars Chinese Pop Superstar Eason Chan as a Bartender in a Dystopian Future

By Angela Doland. Published on Jun 21, 2017

Editor's Pick

In the U.S., Budweiser has been plugging its Made-in-America message with U.S.A.-themed ads and labels. In China, obviously, it has a different tactic. Budweiser's new summer campaign there involves electronic dance music and a sci-fi film set in a dystopian future where a bottle of Bud can set you free.

The four-and-a-half-minute ad, by CAA Marketing, features pop superstar Eason Chan as a bartender who helps actress Fish Liew escape from a gray, monotonous world, finding refuge in a dance club where she can let loose and be herself.

AB InBev's Budweiser markets itself as a premium beer brand in China. The brand's campaigns often have a different feel in China, which was the first market where Budweiser tapped into electronic dance music, or EDM. Now it's a big part of its strategy there. The brand took a risk with that, since EDM was little-known in China when Budweiser got interested.

Matt Che, Budweiser's North Asia-Pacific market VP, sensed there was potential. Chinese consumers who listened would say things like, "I feel a moment of peace, a moment of release after a tough day at work, when I hear the music," he recalled. The brand has worked on an EDM festival in China called Budweiser Storm since 2013. It started out in Shanghai and has spread to nine cities.

"A brand shouldn't always just see what consumers like," Che said. "We should be taking them with us, beyond expectations."

Cantopop singer Chan, paired with DJ Alok, made his first EDM track for the campaign. Budweiser had worked with CAA Marketing, part of Creative Artists Agency, on a Halloween campaign for China, and it tapped the agency again for this project. The inspiration for the video came from an activation the brand was planning involving wristbands that light up in time to music. Budweiser is distributing a few different versions of the wristbands this summer; their pulsing red lights are a note of color in the film, set in a world where everything is gray and nobody smiles.

"It's a metaphor for people living in modern society in Shanghai, New York or Paris �" people are doing their routine, living up to other people's standards or expectations," Che said. The film encourages people to break free and unleash their true personalities; it's called "Fang," which means "unleash" in Chinese.

Read the full story on Adage.com

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jun 21, 2017
Agency:
CAA Marketing
Cast:
Eason Chan
Client:
Budweiser
Agency:
CAA Marketing
Cast:
Alok Petrillo
Kara:
Fish Liew
Co-worker:
Olha Petrykkyiv
Co-worker:
Talia Malovana
Co-worker:
Wasuthond Chirawimuthrath
Production Crew:
Dapper TV
Executive Producer:
David Lyons
Unit Production Manager:
Kathy Tisler
1st Assistant Director:
Pattra Kanjanamek
2nd Assistant Director:
Panicha Pannasirichard
3rd Assistant Director:
Phasakorn Mahakanok
Script Supervisor:
Samavee Pummuang
Producer:
Wicha Khokapun
Production Manager:
Piyaporn Indageha
Coordinator:
Pisanu Takasiyanan
Production Secretary:
Nattaya Anuruk
Art Director:
Sarayut Nimnate
Art Director Assistant:
Saree Sicharoen
Art Team:
Teerawat Singhadechachai
Art Team:
Pongnarin Labkim
Art Team:
Warawut Ruangkanokmas
Art Team:
Sataporn Sangcilawutkul
Art Team:
Unnop Rodruangsak
Art Team:
Ongart Noiphon
Art Team:
Anirut Arnarecha
Gaffer:
Surachet Thongmee
Electrician:
Akkadach Jitsopar
Key Grip:
Amnuay Bunsinchai
Sound:
Long-Red Snapper Co. Ltd
Photographer:
Noah Schutz
Photographer Assistant:
Erik Ricardo
Photographer Assistant:
Nut Saengavut
Wardrobe Stylist:
Preeyanan Suvarnathada
Make-up Artist:
Poldech Srisang
Hair Assistant:
Supakit Na Nakornphanom
Make-up & Hair:
Sasphimol Sirikumnerd
Alok Make-up Artist:
Sirichai Chinpratan
Alok Hair Stylist:
Piyawat Matarodjanaponsin
Transpo Coordinator:
Phakawaran Patcharapaiboon
Agency Chaperone:
Supreeya Somarporn
Eason Chaperone:
Sirimas Chaimeeklin
Eason Translator:
Sara Chow
Eason Thai Security:
Att Boonleka
Alok Chaperone:
Tachinee Thinnakornvisan
Remix & Additional Production:
Alok Petrillo
Artist Management:
Felipe Lobo
Artist Management:
Rafael Eboli
SFX & Mix:
Barking Owl
Sound Design & Mix:
Barking Owl
Creative Director/Partner:
Kelly Bayett
Business Manager/Partner:
Justin Bayett
Producer:
Ashley Benton
Sound Designer:
Morgan Johnson
Sound Design Assistant:
Nirana Singh
Mixer:
Patrick Navarre
Mix Assistant:
Matt Keith
Client Service:
Hannah Alter
Client Service:
Jessica Witczak
Chef:
Jeremiah Matthews
Team Mascot:
Linus the Chow
Client:
Anheuser-Busch InBev (China) Co., Ltd
VP Marketing, APAC North:
Bruno Cosentino
VP Marketing, Budweiser, APAC North:
Matt Che
Marketing Director, Budweiser:
Vicky Ma
Associate Marketing Director, Budweiser:
Jenny Hua
Associate Marketing Director, Connections:
Robert Zheng
Marketing Manager:
Alice Zhang
Procurement Manager, Commercial:
Danielle Liu
Chief Creative Officer:
Jae Goodman
Global Executive Creative Director:
Conan Wang
Creative Director:
Stevie Laux
Creative Executive:
Joseph Saroufim
Creative Executive:
Bianca Pettinichi
Creative Executive:
Lingie Park
Global Account Director:
Erin Heyns-Stern
Account Executive:
Sammy Brennan
Head of Content Management:
Jay Brooker
Content Management Director:
Erin Sullivan Norwood
Content Management Executive:
Judy Krieter
Business Affairs Executive:
Audra Brown
Editorial:
Cut & Run
Editor:
Sean Fazende
Assistant Editor:
Russell Anderson
Managing Director:
Michelle Eskin
Executive Producer:
Amburr Farls
Senior Producer:
Emilie Talermo
Client Service:
Caylee Banz
Client Service:
Heidi Sheline
Team Mascot:
Tex the Aussie
VFX & Finish:
Ntropic
Exec. Creative Director:
Nathan Robinson
Creative Director/Lead Flame:
Simon Mowbray
Managing Exec. Prod/Dir. of Dev:
Michael Bennett
Producer:
Kirsten Collabolletta
CG Lead:
Simon Mowbray
CG:
James McCarthy
CG:
Dustin Zachary
CG:
Mark Wurts
Matte Painting:
Marco Iozza
Design:
James Levy
Senior Flame Artist:
Elad Offer
Lead Colorist:
Marshall Plante
Color Producer:
Kevin Miller
Color Assistant:
Manny Vinas Barreras
Conform/Flame Asst:
Jerome Knight
Music:
Jerald Ltd // Good Sense Music Service Co., Ltd
Music:
Universal Music Publishing Ltd
Music:
2017 EAS Music Limited
Original Song:
Jerald
Arranger:
Jerald
Original Keyboards:
Jerald
Chorus Arrangement:
Jerald
Programming:
Jerald
Guitarist:
Derrick Sepnio
Background Vocals/Chorus:
Yoyo Sham
Background Vocals/Chorus:
Jerald
Background Vocals/Chorus:
Chen er meng/ 陳二萌
Background Vocals/Chorus:
Cen ning er/ '寧...'
Original Song Recorded:
Jerald's Closet Studio
Engineered by:
Jerald
Engineered by:
DS
Vocals Recorded:
Platinum recording studio/白'錄音室
Engineered by:
Hendrik Pan

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.