TitleBuild with the Force
Campaign Build with the Force
Advertiser The Lego Group
Brand LEGO

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PostedJanuary 2021
Business SectorSubscribers Only
StorySubscribers Only
Media Type Interactive Outdoor Experience
Creative Director T..l Ro.....ler Subscribers Only
Creative Director A....as D..m Subscribers Only
Creative Director R....rd W...le Subscribers Only
Copywriter J...s Be....ts Subscribers Only
Director of Photography (DOP) A...rt C..n Subscribers Only
Director of Photography (DOP) Jo....es Ma......her Subscribers Only
Production Company Ne....st G..H . ... .G Subscribers Only
Sound Designer M...us K...se Subscribers Only
Global Chief Creative Officer Al.....er S...ll Subscribers Only
Chief Creative Officer Ma....as H....ck Subscribers Only
Account Management S...ra L...l Subscribers Only
Account Management Ch....in He......ger Subscribers Only
Account Management M...ka Kl......uss Subscribers Only
Account Management St....ie K...er Subscribers Only
Account Management Fr.....ca S....el Subscribers Only
Designer N...as ..y Subscribers Only
Designer Al.....er K....el Subscribers Only
Designer E..m T....on Subscribers Only
Designer C..l E...rt Subscribers Only
Production Company Pl....et G...pe Subscribers Only
Managing Partner J...en Le....dt Subscribers Only
Media Agency Me.....us G..H . C...G Subscribers Only
Media Planner L...s Pa.....ig Subscribers Only
Media Planner Vi....ia Wi....nn Subscribers Only
Media Planner Ma.....ian L....rt Subscribers Only
Media Planner S....na D...ow Subscribers Only
Media Planner H..s Zi.....er Subscribers Only
Producer R...n Pr....ow Subscribers Only
Producer L...a St.....ger Subscribers Only
Producer E...d P...h Subscribers Only
Producer M...o H...el Subscribers Only
Producer T...n P...is Subscribers Only

About Serviceplan Group

The Serviceplan Group is the largest independent and most diversified owner and partner-managed agency group. Our offices are located across the globe, offering specialized services to make international and national brands successful. Our unique concept “House of Communication” is an integrated agency model, combining all relevant disciplines under one roof - whether they are brand strategists, creative professionals, media or online specialists, designers, dialogue, content or CRM experts, business analysists, market researchers, PR consultants or sales specialists.
By the mid-90s, Serviceplan had become the first communication agency to venture into the growing online market and also had adjusted to the requirements of the future in the area of media: today, the additional corporate brands within the Group – Plan.Net, Mediaplus, Facit and Solutions – also rank among the market leaders in their respective competitive environments.
This precise interplay between the various specialist agencies in matters of creation, technology and media makes us the leading agency group for innovative communication. In order to guarantee outstanding performance in the execution of its campaigns, Serviceplan is represented with own offices in all significant economic areas in Europe, North America, the Middle East and Asia. Together, all Serviceplan companies currently have more than 4,400 employees whose work regularly wins awards at national and international creative competitions. 

Latest News

Unleash Your Party Animal: Serviceplan Shanghai Budweiser Party Animal Packs Bring the Party Home

Quirky social media films and animal paws make the most of being at home with witty ‘Party Animal’ campaign

Serviceplan Shanghai Budweiser party animal packs bring the party home. Two funny films – ‘Disco Wolf’ and ‘Smiley Cat’ - illustrate a unique and witty Budweiser social media campaign conceived by Serviceplan Shanghai to make entertaining at home more enjoyable with animal-inspired games and props.
Titled ‘Unleash your party animal’, the campaign features home party kits for Budweiser drinking games inspired by the charades game ‘Heads Up, where you guess the identity of the other person. However, this game has an unusual and unique twist, for it comes with animal paws inspiring the players to unleash their inner party animal.
We all remember those parties where some of the guests are outspoken or behave in hilarious ways. These quirky party guests are depicted in the two spots with metaphors to animals, the ‘Disco Wolf’ who throws some crazy shapes on the dance floor, or the ‘Smiley Cat’, a feline beautifully feline guest whose smile is impossible to resist. ‘Home Party Animal world’ was the creation of Serviceplan Shanghai Executive Creative Kan Wing Ho,
who created paws that party guests can wear to take on their spirit animal, and also directed the two spots, which have a distinctly quirky retro vibe and aesthetic inspired by vintage Chinese movies.

COVID 19 was a brutal blow for Budweiser and its consumers, who prefer going to restaurants, (Karaoke) bars and night clubs for socializing, having fun and letting off steam, as opposed to staying at home. As the King of Beers, Budweiser wanted not only to stimulate business during lockdown, but also to help consumers have some well-deserved fun in their own homes while their favourite places of entertainment were closed. So, Budweiser and Serviceplan Shanghai inspired consumers to bring the fun into the safe confines of their homes by not just advertising to them, but providing real life solutions to enrich their home gatherings: original games, engaging drinking rituals and fun props to unleash your HomeParty Animal. The campaign ran on social media and the e-commerce platform JD. 

Ario LIU, Brand Manager, Budweiser, commented: „We started with IH consumer behaviour understanding. We wanted to engage our consumers with the whole experience, but not only drinks. In this case, the ‘Party Animal’ idea also provided games and props solutions. We look forward to the 2.0 version to be launched on more channels.“ 

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