Budweiser China wanted to be meaningfully integrated into Chinese New Year celebrations. To do that, it was going to launch a multi-platform campaign that sought to sponsor the feeling of appreciation within the celebrations.

The brief for this film was to launch the campaign with an inspiring story leading up to the celebration season proper.

The objective was simple: Make the film the talk of the town.

This film was launched in China as a shareable mini-movie to inspire a culture of saying thank you during the Chinese New Year celebrations. It tells the story of a wilful young girl who, against her father's advice, embarks on an epic journey of self-discovery. What she discovers along the way instead, is the depth of her father's love.

Our distribution strategy used a mix of paid, owned and earned media to ensure we reached our target audience. On Weibo, we embedded the video natively on our Weibo page and promoted it via a mix of digital media influencers and key opinion leaders. On WeChat, we used influencers to share the video using Tencent's native video platform - QQ. On traditional media, we promoted the film on popular new year's eve variety programming on Hunan TV and Jiangsu TV.