Budweiser (China): The Long Ride

Chinese New Year is the most important holiday in China, and Budweiser has traditionally been popular during the celebrations for its auspicious red colour. But research pointed to a worrying trend the homecomings and traditions that were being played out all over China seemed to be losing their meaningfulness in contemporary culture, juxtaposed against the backdrop of a generation that is all about "me versus "us". Agency: Anomaly, Shanghai

So for 2017, Budweiser China decided to evolve its mantra of personal freedom and individualism "This Bud's for You", into a recognition that no one achieves anything without the help and support of others: "This Bud's for (those who help you be) You". In doing so, the brand hopes to inspire a culture of gratefulness during the time of year when we spend the most time with our closest family and friends.

Central to the campaign is a Chinese New Year bottle design that spells out "Thank You" boldly, a new double-toast ritual that will be promoted at restaurants and retail outlets, and this web film that tells the story of a young girl embarking on an epic graduation trip, with an emotional twist at the end.

Recently launched for the Chinese New Year celebrations coming up, the story has already achieved more than 6 million views and has started to become a trending topic on Chinese social media platforms, blogs and cultural websites.

The film was shot over a period of 7 days in the Sichuan mountains of western China and in Shanghai.