Why Not Bing·JOYS
Guo Jiao 1573
The unprecedented groundbreaking campaign aimed at transforming traditional Chinese liquor into a sophisticated, youthful brand.
Result
Total exposure reached 404+ million
Total views reached 171+ million
For the discerning consumer, Bing·JOYS represents a departure from the ordinary, offering an unexpectedly refined approach to enjoying spirits.
In this campaign, we aim to rediscover the true essence of our product, Harnessing and magnifying its element of surprise and contrast.From the product experience to our content presentation, from our choice of brand ambassadors to media placements, we aspire to craft an unparalleled consumer journey, one that is truly "out of the ordinary," and visually convey it with the elegance and style befitting a "high-end fashion brand."
Our goal is to not only convey that "liquor can be enjoyed in this unique way," But also to inspire the thought that "liquor advertising can be equally exceptional."
Summer Momoko
She hails from Sichuan,
She is full of attitude, unconventional,
And she's also the female spokesperson with a contrasting spirit to the white liquor,
Cool and unconstrained, that's what she's known for, Her qualities embody the unorthodox character of Bing·JOYS
追逐你
漫步在星河之间
穿梭在霓虹的夜
我触碰到你的瞬间 感受曾经的一切
追逐你
只为在人群里闪烁
你带我日夜里探索
别问我怎么enjoy
不如冰joys
追逐你
不如在这冰joys
不如现在冰joys
不如一起冰joys
不如这样冰joys
Verse1.
当我置身于 空白的世界
恍如一瞬间 定格了时间 来得直接
让我忘记了思考 凭空就能制造
决心要再大一点 没有极限
夏日的期限 到达提前
Verse2.
把时间装进这杯酒
披荆斩棘没有对手
从1573开始出发
把条条框框全部KO
弥漫在这片天空
大脑不需要缓冲
别问我怎么enjoy
不如现在和我一起冰joys
可能会跌倒但绝不低头
低调地笑但我高调地走
我有我与生俱来的气质
他们都注视 依然smooth
不要再琢磨
昂首大步 此刻别错过
