San Mig Light 生力清啤

Objective
To promote San Miguel Light Beer, the light calorie lager with an exceptionally smooth taste, by amplifying the brand’s message 輕鬆系 through social media content.

Strategy
“輕鬆系” can be a proactive attitude meaning so much more than merely being relaxed and ignorant. To think out of the box, seeking alternative solutions and using unorthodox ways to deal with daily problems, will truly give yourself an ease of mind. This is our content direction.

The same stand-out approach has also been used visually as well. With reference to the Beatles’ “Yellow Submarine” album cover and some other Asian artists’ work, we have developed a unique eye-catching art style for the brand while keeping faithful to its brand color.