When COVID-19 put life as we know it on hold, we watched as the Asian-American community across the country was blamed and attacked. At the same time, we were witnessing beautiful acts of courage and love happening within that same community. Tsingtao decided it was time to shine a light on those stories of optimism and hope. The Story House created a three-part video series, telling the heart-felt stories of 3 New York City chefs going above and beyond to help their community during a pandemic, in the face of rampant xenophobia and economic hardship.

Using a targeted mix of social media, PR and influencers, the campaign was a massive success, hitting 180% of projected impressions, 500% of projected reach, and 700% of projected engagements. And most importantly, Tsingtao’s sales doubled week over week after the campaign launched.

Studio: The Story House
Creative Director: Sara Moore
Producer: Rego Marquis
Editor: Jen Rosenthal
Art Direction: Steven Lucas
Motion: Steven Lucas