How mandatory warnings became the ultimate ad for China's strongest beer.
WUSU | STRONG WARNINGS
In China, alcohol advertising requires legal warnings. So for Wusu, a brew as strong as its reputation, we made the warning the campaign: whenever someone tries to drink Wusu, an over-the-top warning is triggered to remind them to drink with caution.
Three films - the barbecue joint, the convenience store, and the late-night restaurant - each derailed by increasingly dramatic cautions. Beyond the films, massive cracked-wall billboards spanned the nation, followed by a series of social media campaigns.
WARNING! Wusu is strong and tasty - drink with caution.
Credits
Title of ad: A Strong Warning For A Strong Brew
Client: Wusu Beer
Agency: FRED & FARID Shanghai
Executive creative director: Feng Huang
Group Creative Director: Adrien Goris
Associate Creative Director: Billy Liao
Art Director: Billy Liao
Designer: Tomato Ye
Copywriters: Adrien Goris, Billy Liao
Agency supervisors: Paul Lin, Quinn Jiang
Agency producer: Caroline Wei
Production: Start Films