Chinese New Year is known as the world’s largest annual human migration. Nowhere more so than in the Southern province of Fujian where more than 10% of Fujianese work outside of the province. Chinese New Year is often the only chance that they can reunite with their family all year.

While the holiday officially lasts for seven days, when combined with travelling, which can take up to two days each way, it leaves little time to spend with those you need to see.

We launched a heartwarming campaign to give more time for people who needed it most. Sedrin: The Second Chance Reunion. While most CNY advertising focus on going home before Chinese New Year, we found a unique opportunity to intercept people at their most emotional moment: Leaving Home to return to work. At the end of the holiday period, Sedrin turned a moment of farewell into one more chance to reunite with people who really matter and extend their holidays, giving Chinese families the greatest gift of all, more time to be together. The videos of these real Second Chance Reunions were shared on social media and quickly drew widespread attention.

Fujian has an unusually high proportion of its population who work outside of the province. For most of these migrant workers, they don’t have enough time to be with their families over Chinese New Year and they feel regretful and guilty. As the most loved beer brand in Fujian, Sedrin wanted to create unforgettable reunion for them and aimed to attract more people’s attention on this social problem. To avoid fighting for attention with other brands during the crowded holiday period, our campaign focused on the moment when these migrant workers felt the worst: As they said goodbye.

At the end of Spring Festival, Sedrin identified several migrant workers who had to travel the furthest. On the day of departure we secretly contacted their friends and loved ones, and brought them to the airport to turn a lonely moment of farewell into a second chance to reunite and extend their holidays. To ensure it wasn't a hoax, we also contacted their employers to extend their holiday by a few days.

These reunions were candidly filmed and then shared on social media and video portals.

In just 2 days, we changed the conversation from merely getting together to spending more time with those that matter. The launch has earned 32 million media impressions and 3.4 million online views. The video of this event quickly drove talkability on social media and made the whole society aware of this social problem that Chinese New Year Holiday is too short. It also caught the Chinese government’s attention. At China’s top level government meetings this year, a senior Congressman delegate proposed to extend the current 7-day holiday to 10 days – a proposal that will be seriously considered in coming years.