Chinese beer brand Tsingtao celebrates ‘Tsingtaoism’ in Chinese New Year outdoor campaign

Chinese beer brand Tsingtao has attempted introduce a new word into the Australia jargon, “Tsingtaoism”, as part of a campaign aimed at making the brand more known to Australian beer consumers outside of Chinese restaurants.

The campaign, developed by creative agency Bloke, celebrates the belief in “Tsingtaoism” which they say means “the way of meeting people and making friends around the world” and “being social and enjoying yourself”.

The outdoor billboard campaign, shot at Bondi Beach, aims to take the international beer and tailor its message to the local market as the brands aims to have Australians enjoy the product in many different environments such as barbecues and bars not just at the Yum Cha table.

Bloke creative director Mike O’Rourke said in a statement: “The theme was evident throughout the campaign even early on with the photo shoot down at Bondi Beach. Locals and backpackers were engaged together, which supports Tsingtaoism.”

The campaign runs throughout the Chinese New Year.


  • Client: Tsingtao (China)
  • Creative Agency: BLOKE
  • Creative Director: Michael O’Rourke
  • Media Provider: Ooh! Media

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