China has borders with a lot of other countries -- 14, in fact. To promote neighborliness during the Olympics, China's Harbin beer brand and BBH China went to five of those borders and organized team sports events across them, like kayaking, soccer and ping pong.
After playing, everyone toasts with a beer, using Harbin's slogan of "happy together" in different languages. It's almost as if the Chinese beer brand is channeling the vibe of Coke's longtime "Open Happiness" campaign, which has been replaced now with "Taste the Feeling."
The shoot in five locations, at the borders with Vietnam, Myanmar, Russia, Kazakhstan and Mongolia, lasted 30 days. (China has a border with North Korea too, but that is one that doesn't feature).
Harbin Beer, founded in 1900, "is primarily available in China, so the opportunity to share the oldest beer brand at China's borders was a natural choice to bring this narrative to life," Johnny Tan, chief creative officer of BBH China, said in a release.