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Web Film

Carabao: What Fuels Your Fighting Spirit?


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In recent history, the remarkable rise of the Chinese economy has been built upon the hard work of those who go above and beyond. But now, amidst slowing growth, more than ever they need the energy to keep fighting for a better life for themselves and their families. Carabao, the global energy drink brand from Thailand, has launched a new campaign that celebrates the will of the Chinese people to keep going no matter how hard things get. Developed by BBH China, the campaign positions Carabao as an energy drink for real people on real missions with real needs for energy, in a category context dominated by celebrities and extreme sports sponsorships. The 7-minute film, directed by Zhang Dapeng of the 'What is Peppa?' fame, places the viewer in six completely different lives that span the social spectrum of Chinese workers. What connects these stories is the heroes are all striving to make life better for those around them, whether patients, spouses, children or employees. In a reflection of their attitude and industry, each character spontaneously breaks out into a rousing anthem based on the children’s nursery song 'The Ants Go Marching.'
Credits Other credits

Managing Partner: Joanne Liu

Account Director: Maya Yuen

Planning Director: Tobias Wacker

Executive Producer: Weisian Lee

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