Carabao celebrates the will of the people in branded film

Developed by BBH China, the campaign positions Carabao as an energy drink for real people on real missions with real needs for energy, in a category context dominated by celebrities and extreme sports sponsorships. 

The seven-minute film, directed by Zhang Dapeng, places the viewer in six completely different lives that span the social spectrum of Chinese workers. What connects these stories is the protagonists are all striving to make life better for those around them, whether patients, spouses, children or employees. 

In a reflection of their attitude and industry, each character spontaneously breaks out into a rousing anthem based on the children’s nursery song, The Ants Go Marching. Each of the six stories in the main film are also expanded and featured in standalone versions which will be pushed over the next few months on social media and online channels. 

“It is very bold for an energy drink to step away from the sporty, over-the-top norms of the category," said Arthur Tsang, Chief Creative Officer of BBH China. "We intended to create a campaign that speaks to the truth of why we do the things we do, and that every bit of effort we exert is something that requires energy. The choice of a kid’s song is not only an earworm, but also meant to convey the honest innocence of people just trying to do their best for those they care about.”