Monday, January 21, 2019
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The Best Work You May Never See: BBH China Shows Youngster His "Future Self" In Anti-Drunk Driving PSA


Robert Goldrich
Wednesday, Jan. 2, 2019


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The creative idea of this corporate social responsibility campaign :90 created by BBH China for Anheuser-Busch InBev-owned beer brand Harbin revolves around a young driver’s “future self” persuading him to safeguard his future by exercising caution when it comes to getting behind the wheel after having consumed alcohol. 

The film starts off with a birthday celebration of a youngster who’s had a few drinks and is on his way home. Walking towards his car, he encounters a stranger who grabs his keys. Next, our keyless protagonist finds himself in the midst of an imaginary journey, where he is transported into his future as a basketball player, as a lead singer, and finally meeting the girl of his dreams. His imaginary spell is broken when the stranger, who turns out to be his future-self, returns his car keys and promises to wait for him in the future.

Arthur Tsang, chief creative officer, BBH China, said: “This idea was sparked by the fact that in China, you are legally excluded from a number of surprising and attractive opportunities if you have a criminal record of drink-driving. We wanted to depart from the category norms of injury and death, which frankly young people are sick of hearing and believe it will never happen to them personally. Instead we focus our drink driving campaign on the loss of something much closer to their hearts--their own brilliant future.” 

Steven Chan of A Newlife Films directed the PSA.


Client Harbin Beer Agency BBH Shanghai Arthur Tsang, chief creative officer; Yinbo Ma, executive creative director; Cathy Chao, Issac Ku, creative directors; Blu Wang, CK Shan, sr. copywriters; Anfia Lin, sr. art director; Weisian Lee, executive producer. Production A Newlife Films Steven Chen, director; Megan Chen, exec producer.

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