This campaign, a self directed project, branded Tsingtao Beer as “Enlightened beer.” In introducing this Asian beer to the American market, I developed “words of enlightenment,” which loosely translates to advice for bar patrons to follow. The execution demonstrates how this idea would operate in POP applications within bars or places where this beverage would be purchased. Voiced in the style of an old wise man (or proverb), this campaign turns common watering-hole situations into teachable moments. This covers, remembering to close your zipper when you leave the bathroom to avoiding the dance floor when intoxicated. The campaign reminds
consumers to stay sharp and drink the enlightened beer.