The Harbin Sit Pack

Name: The Harbin Sit Pack
Client: Harbin Beer (Anheuser-Busch Inbev Sales Company Limited)  
Office: BBDO China

During the highly anticipated 2022 FIFA World Cup, young people eagerly anticipated gathering with friends for home parties. Recognizing that Chinese urban youth often reside in rented small apartments with restricted rooms for gatherings, Harbin embarked on a mission to create a solution that would bring friends together without compromising on comfort.

Introducing The Harbin Sit Pack, a special beer multi-pack that transforms into a bench, accommodating up to 8 people, including 10 Big Cans of Harbin Beer with exclusive FIFA designs, enhancing the overall experience of the FIFA home.


OUTCOME
- Social buzz exploded, and consumer engagement with the campaign reached record levels.

- Brand ratings on key attributes such as "For Young People", "A Brand I will Share with Friends" and "Is an Innovative Brand" grew significantly.

- All Sit-Pack units were sold out within one minute during a livestream event, demonstrating its tremendous popularity.

- Sales of the brand's in-home SKU, the big can, witnessed remarkable growth compared to December 2021.

- The work also recently secured a gold award and 3 silvers at the New York Festivals AME Awards


CREDIT
Person / Company / Role
Arthur Tsang / BBDO Greater China / Creative guidance and supervision
Elvis Li / BBDO China / Client and project management, production supervision
Cesar Farah / BBDO China / Creative Execution for art
Song Wu / BBDO China / Creative Execution for copy
Zoe Zhao / BBDO China / Creative Execution for art
Harry Chen / BBDO China / Strategic Planning
Shin Shen / BBDO China / Strategic Planning