Made in China

By Ogilvy, Hong Kong

For Ngau Saam Gun Brand Baijiu

Winner in category Advertising

In subcategory Outdoor

Project Description
Moutai is a famous, strong, alcoholic spirit in China, but it is unheard of in the western world. On a low budget, we had to appeal to Western visitors and ex-pats in Hong Kong, educate them as to the kind of drink Moutai is, and arouse interest in it as a result.
Agency Solution
Mexico has Tequila and China has Moutai. They are very similar drinks in strength and taste, but from very different cultural backgrounds. In China, women wear colourful masks when sunbathing - very similar in appearance to the masks Mexican wrestlers wear. This insight lead to a humourous campaign that compares Moutai to Tequila using real local Chinese models.
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