Co-produced with iconic director Jia Zhangke,  Yulu is a film that lays bare the aspirations of young Chinese and their vision of progress in a new China. The film premiered at the 2011 Hong Kong International Film Festival. Yulu was released in 12 segments online via (China's equivalent of Youtube) and earned Campaign Asia Magazine's 'Campaign of the Year' for 2011.

Through a creative seeding of key internet platforms, the 12 short films received more than 800 million views. Speaking about the film, director Jia Zhangke said: "This is not an ad. It is a cultural event that makes the brand different and provides a clear vision for a generation."

The project even earned a (lukewarm) review from Variety!

Client: Johnnie Walker
Agency: BBH Shanghai
Market: Greater China