New Friends Are Everywhere

Historically, Tsingtao’s beer has been strongly associated with food (being served primarily in Asian restaurants). We sought to challenge this perception by depicting how Tsingtao provides consumers with a fresh perspective, a new take on the everyday, and a break from routine.

To help build awareness and reach a younger audience in the United States for the 113-year-old Chinese brewer, SpecialGuest created a film called “New Friends Are Everywhere” that launched a new direction for the Tsingtao brand.

In the film, we encourage the audience to see things in a new way and challenge their expectations by introducing them to interesting, refreshing experiences. We focus on the beauty of making new friends with a bottle of beer as the conduit.

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“We’re living in some super-polarizing times that cause people to be timid about making friends with people they don’t know at all,” explains SpecialGuest co-founder and Executive Creative Director Aaron Duffy. “We all agreed having a beer with someone you don’t know is a kind of olive branch that can break down that barrier, and doing it with a lesser-known beer like Tsingtao should be the way to do it.”