The Australia China Business Council (ACBC) is the premier bilateral business organisation in Australia dedicated to the Australia-China economic relationship, facilitating business leads, bridging networks and providing the latest market insights. It was no secret that the bilateral relationship had been travelling a rocky road. Australian business was keen to send a simple but strong message to all parties that we cannot take our relationship with China for granted – it is crucial to our future economic prosperity, and we must continually work towards strengthening it. The idea behind the ACBC initiative used creativity to communicate value, promoting a collaborative relationship between nations. The respectful symbolism of the two teacups connected because it references humanity. The campaign appeared as full page ads in national papers including the Financial Review.