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.
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