Tsingtao Beer, one of the world’s top premium pilsners, partnered with LAM Design to create an all-new global advertising campaign. The objective was to boldly expand the brand’s reach from Chinatown to Downtown, to break with its past imagery of tradition, and to create a “world beer” brand.

Insight came from consumer research. According to LAM’s SVP Philip Congello, “Our Tsingtao target has a confident independence, global persona and determination to always lead and never follow. He doesn’t conform to what everyone else is drinking; he chooses Tsingtao.”

LAM totally re-imagined the brand. Building from within the brand’s core essence and consumer insight we created a new positioning for Tsingtao anchored by the tagline “Traditionally Break Tradition.” LAM even broke tradition by “breaking” the shape of the classic pilsner glass.

Tsingtao’s new global campaign – with creative assets based on the creative developed by LAM ­– includes outdoor, on & off premise, online video and social media. It is rolling out to 20+ countries around the world, including the U.S., U.K., Australia and Italy.

Tsingtao and LAM both proudly accept the AGD award!