World Cup

As China’s first beer brand, Harbin beer aspired to be the leading beer brand with men across the country. We want to create a campaign that is close to the hearts of Chinese who have grown up with Harbin beer and its association with the world’s most celebrated sporting event. Watching the game and sharing a Harbin is more than just a “hang out.” It’s a ritual that’s deeply meaningful and significant, a rite of passage that only happens once every four years.