Hong Kong Beer Co. transforms liquid into a symbol of fortune via Chinese New Year campaign created by Publicis Groupe Hong Kong

Hong Kong Beer Co is one of Hong Kong’s most famous craft beers, brewing craft beers since 1995. With Chinese New Year (The Year of the Snake) being an important sales window, Publicis Groupe Hong Kong created a campaign that highlighted the differentiator the brand has compared to other beer brands.

They found the answer within the brand. “Respect Tradition, Craft Revolution”, the motto of Hong Kong Beer Co — set the tone for their celebration of the Year of the Snake and Chinese New Year 2025.

Publicis Groupe Hong Kong partnered with Illusion CGI Studio to create this campaign inspired by the same dedication and craftsmanship that goes into brewing every flavor of their craft beer.

Each element in the visuals – from the bubbles to the consistency, light, color, and fluidity of the beer — was meticulously crafted. The beer liquid was transformed into a mesmerizing snake-like pattern, symbolizing good fortune. The longer the snake, the more beer it represented, making “more beer mean more fortune.

Credits
Agency: Publicis Groupe Hong Kong
Chief Creative Officer/Copywriter: Christopher Lee
Creative Director: Stratos Efstathiou
Assoc Creative Director/Copywriter: Tim Lee
Senior Account Director: Marcos Lee
Senior Account Executive: Tanya Poh
Project Manager: Polly Lam
Illustrator: Illusion CGI Studio
Photographer: Illusion CGI Studio