Inspiration

Zhujiang Beer, with the slogan “Dare to Create from Zero,” required an integration of Guangdong’s local “Yue culture” and a collaboration with sports star Yi Jianlian for a Chinese New Year ad.

I combined the traditional lion dance with the spirit of sports, aligning the lion dance ball and basketball with Zhujiang Beer’s “0 degrees” feature, embodying the message of “creating from zero.” The core copy I crafted was: “Even with nothing, never lack the courage to start again.” This fusion of basketball and lion dance emphasizes Zhujiang Beer’s connection with youth culture, reinforcing the brand’s unique identity.