Why Not Bing·JOYS
The unprecedented groundbreaking campaign aimed at transforming traditional Chinese liquor into a sophisticated, youthful brand.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
GUO JIAO 1573
About the project
Bing·JOYS was created for discerning consumers seeking a more refined and unexpected way to enjoy spirits.
This campaign rediscovered the product’s core tension — surprise and contrast — and elevated it across every touchpoint. From the tasting experience to content direction, from the choice of brand ambassadors to media placement, every detail was designed to feel deliberately “out of the ordinary.”
Visually and tonally, the campaign drew inspiration from the language of high-end fashion — presenting liquor not just as a drink, but as a statement of style.
Beyond redefining how liquor can be enjoyed, we set out to redefine how liquor can be communicated — proving that spirit advertising can be as exceptional as the product itself.
404M+ total exposure
171M+ total views
Summer Momoko 吉克隽逸
She hails from Sichuan,
She is full of attitude, unconventional
And she's also the female spokesperson with a contrasting spirit to the white liquor,
Cool and unconstrained, that's what she's known for, Her qualities embody the unorthodox character of Bing·JOYS
Smooth Scroll
This will hide itself!
This will hide itself!
Why Not Bing·JOYS
OVERVIEW
The unprecedented groundbreaking campaign aimed at transforming traditional Chinese liquor into a sophisticated, youthful brand.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
GUO JIAO 1573
About the project
Bing·JOYS was created for discerning consumers seeking a more refined and unexpected way to enjoy spirits.
This campaign rediscovered the product’s core tension — surprise and contrast — and elevated it across every touchpoint. From the tasting experience to content direction, from the choice of brand ambassadors to media placement, every detail was designed to feel deliberately “out of the ordinary.”
Visually and tonally, the campaign drew inspiration from the language of high-end fashion — presenting liquor not just as a drink, but as a statement of style.
Beyond redefining how liquor can be enjoyed, we set out to redefine how liquor can be communicated — proving that spirit advertising can be as exceptional as the product itself.
404M+ total exposure
171M+ total views
Summer Momoko 吉克隽逸
She hails from Sichuan,
She is full of attitude, unconventional
And she's also the female spokesperson with a contrasting spirit to the white liquor,
Cool and unconstrained, that's what she's known for, Her qualities embody the unorthodox character of Bing·JOYS
Smooth Scroll
This will hide itself!
This will hide itself!
Why Not Bing·JOYS
OVERVIEW
The unprecedented groundbreaking campaign aimed at transforming traditional Chinese liquor into a sophisticated, youthful brand.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
GUO JIAO 1573
About the project
Bing·JOYS was created for discerning consumers seeking a more refined and unexpected way to enjoy spirits.
This campaign rediscovered the product’s core tension — surprise and contrast — and elevated it across every touchpoint. From the tasting experience to content direction, from the choice of brand ambassadors to media placement, every detail was designed to feel deliberately “out of the ordinary.”
Visually and tonally, the campaign drew inspiration from the language of high-end fashion — presenting liquor not just as a drink, but as a statement of style.
Beyond redefining how liquor can be enjoyed, we set out to redefine how liquor can be communicated — proving that spirit advertising can be as exceptional as the product itself.
404M+ total exposure
171M+ total views
Summer Momoko 吉克隽逸
She hails from Sichuan,
She is full of attitude, unconventional
And she's also the female spokesperson with a contrasting spirit to the white liquor,
Cool and unconstrained, that's what she's known for, Her qualities embody the unorthodox character of Bing·JOYS
Smooth Scroll
This will hide itself!
This will hide itself!