Client
Carlsberg Beer YAU
Fields
# Marketing Strategy
# Content Strategy
# Project Management
# Influencer Marketing
# Event Management
# Media Relations
As a proudly local craft beer brand, YAU wanted a marketing strategy that would truly resonate with Hongkongers. Our solution? Celebrate Hong Kong’s craftsmanship—a perfect reflection of YAU’s own dedication to brewing excellence.
“YAU” means “Friend” in Chinese. Enter “Project YAU”, a campaign designed to support and connect local artisans, helping them bring their creative dreams to life. With YAU’s support, we partnered with three local film photography enthusiasts to develop Hong Kong’s first-ever handmade beer-infused paper-roll film. We also brought together two master craftsmen in Cantonese papercraft to build a three-metre-tall bamboo and rattan robot, turning childhood nostalgia into an awe-inspiring reality.
We created the thematic video and collaborations, lining up influencer partners such as @Hong Kong Reminiscence and @SurrealHK to feature the products and made noise on social media. I engaged film photography influencers to test and share the unique beer-infused paper film. To top it all off, we hosted the YAU Happy Hour event—an exciting gathering for media interviews, fans, and brand exposure.
With Project YAU, we didn’t just market a beer—we celebrated Hong Kong’s creative souls.
Thematic Video
@Surreal HK’s creation to present the three-metre-tall papercraft robot which is full of Hong Kong cultural symbols.
Hong Kong’s first-ever handmade beer-infused paper-roll film; we re-packaged it and seeded to renowned photographers.
Influencers’ sharings
Media Coverage
YAU Happy Hour Event
