GO DARE YOURSELF
GLOBAL BRAND CAMPAIGN | TSINGTAO
Tsingtao partnered with LAM to conceive a new global brand campaign. Facing fierce competition in the global beer market, Tsingtao needed to better appeal to the bold, irreverent and work-hard / play-hard attitude of millennials. LAM’s recommendation was to break convention and push boundaries which resulted in Tsingtao’s “Go Dare Yourself” campaign. Launched in 60 countries, and embraced by beer importer sales teams, “Go Dare Yourself” established a provocative new image for the brand. Our creative was activated across social and outdoor media, with a full POS menu of 20+ on and off-premise elements.