Anheuser-Busch InBev (AB InBev) owned beer brand Harbin Beer, in collaboration with BBH China, launched an activation of searching for the last person in China to turn 18 in 2018, and throwing a surprise party for that person to celebrate his/her entry into legal drinking age.
The brand found the famous twins Tian Jimo and Tian Jichu, who were born across two millennia with the former born at 11.59 p.m. on 31 December 2000 and her twin sister born two minutes later on 1 January 2001.
While the rest of the world counted down to welcome 2019, Harbin Beer took a more personal approach and counted down to Tian Jimo’s exact time of birth to welcome this young lady into adulthood and drinking age with a surprise party and an unforgettable gift– her own personal Harbin Beer tap and a lifetime supply of Harbin Beer. The beer tap comes with a facial recognition feature and can be only activated by Tian Jimo.
The agency used photos supplied by Tian Jimo’s family and applied an IoT valve lock with AI Machine Learning to develop a beer valve that unlocks on face recognition. Now Tian Jimo’s face is the key to her very own beer tap.
Vicky Ma, marketing director at Harbin Beer, said: “From today, everyone born in the 20th century will be considered adults. Reaching the legal drinking age is considered a rite of passage for young people. We put ourselves in the shoes of those born at the end of the year and imagined how miserable it would be to watch most of your peers enjoy the official status of being legally allowed to drink. So we thought we’d make it up to the last person to turn 18 and give her a very special birthday gift.”
Arthur Tsang, chief creative officer, BBH China, said: “How often do you see a brand direct all its attention to finding just one person? It’s a wonderful way for Harbin to cement its position as the beer for legal drinking age consumers, but also to celebrate a person with a truly unique status.”