In a Chinese market increasingly crowded by craft beers and premium drafts, Budweiser Supreme needed to position itself differently to launch its premium draft.

Brewed purely from only one type of malt, our strategy was to take inspiration from the whisky world and position Budweiser Supreme as a single malt beer. The first single malt beer in the world.

With a beer so pure, we wanted to create a commercial that was equally befitting. Working with Budweiser's ambassador - international celebrity, Nicholas Tse, we featured him in an ad so "pure" that it had no acting, no storytelling, no special effects. Purely advertising the beer front and center.