SECOND CHANCE REUNIONS

Sedrin Beer is the local beer of Fujian province - a province that exports one of the highest number of migrant workers in China. That means for millions in Fujian, Chinese New Year is the emotional one time reunion they get to have with their family and loved ones. The common complaint is that Chinese New Year holiday, when combined with long travelling times is far too short. So as the local favorite we decided to reward some lucky migrant workers with a surprise second reunion on the day they were supposed to leave back for work. We even arranged with their employers to make special allowances to return to work later.

​

• 3.4m views

• 50,000 comments

• Nationwide news media coverage

​

The campaign drove enough buzz that the question of Chinese New Year holiday length was even brought up by a Fujian representative at the National Party Congress government meetings in March. Here's to hoping we really make things better for everyone!