Alex Xie was already the owner of a design and POS agency when he decided to sell his share of the business and join BBDO in 2007 to master the craft of creating commercials for blue chip brands like Pepsi and Lay's. He was the key creative person on PepsiCo's inaugural “Bring Happiness Home” Chinese New Year multi-brand campaign. 

He co-founded CIVILIZATION Shanghai in late-2012 with Andrew Lok. They were PepsiCo's creative firepower in the pitch against Coca-Cola for the Shanghai Disneyland contract to provide all packaged snacks and beverages in the theme park. In less than 3 years, the agency grew from 4 to 40 and acquired a portfolio of work for blue-chip clients such as Pepsi, Lay's, Sedrin Beer (AB InBev), Ping An and Master Kong (Tingyi).

Pepsi Campaign: 2015 Pepsi worked with Meipai, the largest APP in the local market, to develop an application for consumes to shoot and photograph their personal version of “bring happiness home” minimovie. The particaption resulted in setting a Guinness record with 15 million videos uploaded. This allowed the consumers to part of the brand manifesto, showing their very own happinesss brought home.

Lay’s Campaign: 2014, Lay’s joined hands with 乐视影业 to create 《谁是你的菜》, hence attaining the DMK Global Awards (Gold).

Kang Shi Fu Drinking: Aid Kang Shi Fu drinks attain cross branding, using Digital Campaign “加你加年味”, with the idea of bringing home festive mood. This attained 1.1 billion viewership in 2015.

Undying enthusiasm combined with the digital entertainment marketing model, entertaining content, and believing in the future, and utilizing influential marketing communications – is the core of a creative’s heart.