Brief: Develop a campaign that speaks to young people who have given up their Nati Light ways and want to become more refined by drinking imported beers. 

Strategy: Help young people on their journeys for refinement by bestowing ancient drinking wisdom upon them and letting them bestow it on their friends.

Solution: Create a guerilla campaign that helps Tsingtao drinkers make it through a night of drinking and wake up the next morning, enlightened.