THE UNKNOWN NATIONAL TREASURE OF CHINA.
As the national liquor of China since 1951, Moutai’s history can be traced back to the Qing Dynasty (1644-1911) and while it is officially the most valuable liquor brand in the world, few in the U.S. have tried or even heard of it.
For hundred of years, the vivid story of Moutai has been passed from generation to generation, elevating Moutai as one of the most prestigious brands in China. We have the opportunity to tell that story to the West.
THE LAW OF THE FEW.
A prestigious brand like Moutai deserves a campaign that is equally luxurious. But that experience just might not be for everyone.
“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
To successfully introduce the story of Moutai to the West, we designed an exclusive, and luxurious integrated marketing experience for the select few - starting with the affluents in one of the most progressive cities in the West - Los Angeles.
"Name the most sought-after premium liquor in the world" - On the streets of Westside Los Angeles - the mega city of luxurious brands, we generated conversations and curiosity about the most sought-after premium liquor.
"A gateway from East to West" - Inside the terminal of one of the world's busiest airports, we elevated the position of Moutai as one of China's national treasures to both local affluents and international travelers.
"The story of Moutai" - Through an integrated digital storytelling platform on social, mobile and the web, we inspired curiosity and engagement by telling the story behind Moutai's rich history.
"Moutai Sensorium" - A multi-sensory event designed for Los Angeles' affluents to experience the romance of Moutai at the top of the tallest building in Downtown Los Angeles
By creating an immersive digital-led campaign designed exclusively for Los Angeles, our audience got to experience Moutai in a way no one else in the world could. And with unprecedented interest from the selected few, we have proven that there is a place in the West for this previously unknown national treasure of China.
Digital Brand Strategy, Content Strategy, User Experience Design, User Interface Design, Web Development, Social Media, Digital Installations