San Miguel | One Beer, One World of Friends | Hong Kong

Previously themed as “True Friends”, the beer brand continues to cherish the idea of ‘friendship’ but in a more vibrant and extreme manner this summer. The commercial tells of a group of friends will go through any obstacles to meet up. 100 actors are shot in the advertisement smashing through windows and leaping across buildings, finally gathering at the popular bar and restaurant areas in Hong Kong. Lead by creative agency McCann Worldgroup, the campaign centres on Hong Kong, in contrast to a pan-regional advertisement featuring Jet Li that ran in 2007.

Friendship has always been the central focus behind San Miguel, but business director of McCann Worldgroup Alexis Chiu said that the agency wanted to take the brand to the next level. “Although the concept has been around for some time, the love for beer and friends hasn’t changed,” he said. Chiu pointed to a desire to express the concept of coming together more explicitly and said ‘One beer for everyone’ did exactly that.
 
The San Miguel website aims to add to the fun by including goodie downloads such as wallpaper, restaurant coupons, games and information on entertainment and sports.








Credits:
Project One Beer, One World of Friends
Client San Miguel Brewery Hong Kong
Creative agency McCann Worldgroup, Hong Kong
Director Louis Ng
Exposure Television, online